Marketers have a wide variety of media at their disposal. Most of us think first of the advertising troika of newspapers, magazines and TV. But there are a number of other options depending upon what you are trying to accomplish.

1. Create a sense of urgency. Direct marketing offers that contain a deadline for consumer action can create that sense of urgency that motivates your customer to buy now.

2. Fill in the blanks. Brochures are a great vehicle for providing the detailed information about your product's many benefits.

3. Be impulsive. Signage speaks to people when they are in buying mode at the point of sale. Besides spurring impulse buying, signs also act as a reminder, connecting the dots to your other marketing efforts.

4. Get interactive. Your web-related marketing efforts can capture a consumer's attention, direct the prospect to additional information to help educate and answer questions, ask for the business and make the sale.

5. Establish intimacy. Radio is a one-to-one medium that allows the marketer to build a close connection with the prospect.

So, before you select your media, think about what customer action you want to spur.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.