The most important decision that a company has to make regarding advertising is where to advertise. We refer to these means of (1) he media". There are three categories of media: (2) , broadcast, and direct. The first category consists of newspapers and megazines. Newspapers are generally (3) , which allows samll (4) businesses to advertise of magazines is that they have (5) groups of readers. The big disadvantage of magazine ad vertisement is that it can be very expensive. The disadvantages of radio ads are that they must be short and that they are not (6) .
Television ads are (7) by millions of people all over the country because most TV programs are broadcast nationally. On the other hand, ads on TV are enormously expensive. Obviously, only large companies can (8) to advertise on television. The most common direct medium is the mail, another direct medium is (9) , and the third type of direct medium is signs and (10) .