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With all of the advertising mediums and venues within those mediums available, choosing the right option for your business can be mind-boggling. So how do you choose the right advertising mechanism for your business?

Since there are companies who do nothing but answer this question all day long, this article will help you hit the "high points" and at least provide you with the right questions to ask potential advertising mediums.

Know who your target market is...does the medium in question provide access to this market? Don't underestimate geography in this equation.

How many of your target market can you reach? If you're dealing with a broadcasting company, just because the market they cover includes millions of people, that doesn't mean that millions of people will hear or see your ad. Likewise, with print advertising, just because a publisher prints 85,000 copies of their product, that doesn't mean that 85,000 copies of their product are read. Don't take the numbers you're given at face value. Dig a little deeper.

What's the real price? Many advertising venues will lure you into a long-term contract to get the best "per ad" rate. But what happens if, after 3 months you don't receive any response from that ad? Even if you have to pay slightly more for a shorter-term contract, you should be able to determine if it's meeting your needs within a 3-month time frame if you are running consistently.

Ask your competition. Find out where your competition has successfully advertised. If they won't tell, look around and listen. Do your own surveying of different mediums to find out where they have invested their money and research their results. Do they have more traffic through their store? Are there more hits on their site? You might have to dig a little, but you may only have to ask.

Choose who you trust. When it's all said and done, your personal relationship with the company has a direct impact on the promotion of your business. Look for representatives who are always talking positively about their customers. If a sales representative only pesters you for your payment, they may have a different agenda than you. Make sure that the product in which you advertise is something you can stand behind. Your customers will associate you with every aspect of that medium.

A little bit of research goes a long way, so do your homework before you sign that contract!