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Mass Media Advertising and Small Businessby Stefan Töpfer on Jan 07, 2008Mass Media Advertising for small business and start-up business, like SOHO-, SME, SMB-, Micro-, Lifestyle-, Home-, DIY-, Hobby-, Boomer- or Personal business, like professional, contractors, freelancer, self-employed, sole-trader and virtual assistants is almost always a waste of money. To build your brand in a market segment is far too expensive and will take a long time. Worst of all, the result can not be guaranteed. That is why I always rant about bootstrapping, get your product accepted, i.e. someone to pay for it. That is the only way to find out if it will sell. If it sells you can do other things to get more business – trade publications, telephone directories and local papers – get you to your target group fast and cost effectively. Remember, bootstrapping rule No. 1: Don’t spend money you do not have! ST. 
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Said on January 7th, 2008 at 7:23 pm
Definitely Stefan. This is why it pays to invest in smart marketing, rather than mass advertising.