ADVERTISING is one of the most recognized elements of the whole promotion mix. Effective retail advertising begins with the proposition that it will, when properly conceived and skillfully executed, produce a sufficient volume of additional sales to pay for itself; that it will generate more net profit than could be realized otherwise; and that advertising is a more profitable use of the business' funds than alternate means of stimulating sales.

There are at least four criteria that a business uses when selecting an advertising medium. These criteria are Reach, Frequency, Impact and Cost.

Reach
Frequency
Impact
Cost