Direct-mail advertising includes fliers, catalogs, letters and more. It can be effective if people read it, but it can also be thought as "junk mail" and can be ignored.
Magazine advertising is a great way to aim your products/services to a specific market, yet they are nationally distributed, which doesn't make them adequate if your business is geographically limited.
Publicity is also a non-paid form of communication that is key to bringing attention to your business through media release, but watch out! While publicity can be good, it can also be bad.
Outdoor advertising -billboards and signs- can be great to make your business well-known to the public, but it can be hard for them to read all of the information when they quickly pass by it.
Public relations is the act of establishing a favourable relationship with customers and the general public. Public awareness and positive public relations can be generated for your business when you show your community that you are involved and committed.
Transmit advertising can provide more information than is seen on a billboard, but it must be used only if your target market uses the public transportation.
Ms. Thomson goes on to describe publicity, with its benefits and risks.
She also discusses the need to establish public relations.