Radio is one on one marketing and works when you have a great message including a hook and you run it frequently. If you are on a tight budget my guess is that radio will be too expensive at the frequency you really need. Direct mail is a lot less expensive, can be just as targeted and costs can be controlled all while running at a high enough frequency to yield results. Thanks, Al.
Al Lautenslager is an award-winning marketing and PR consultant and direct-mail promotion specialist. He's also the principle of Market For Profits, a Chicago-based marketing consulting firm. His two latest books, Guerrilla Marketing in 30 Days and The Ultimate Guide to Direct Marketing are available at www.entrepreneurpress.com.