Is not to mix at all.
Advertiser : But I have to get everyone!
Me: No, you don't. You just have to get enough to reach your goals.
Most small businesses cannot afford to dominate multiple media like Coke, Anheuser Busch or McDonald's.
Any single radio station, newspaper or cable channel has enough potential consumers to move the needle in your business. If you have the proper message. Too many advertisers try to spread their money out in an attempt to reach as many people as possible. They end up without enough frequency to persuade any audience effectively.
Dominate one media first. Decide what the highest and best use of your ad dollars are. Develop a strong strategy and dominate that medium. The right message(strategy), the right number of times(frequency) will get results($$$).
The smallest am radio station in your town will blow your doors off if you follow this advice. There is no perfect mix unless you have dollars to waste.
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