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Television provides a means for reaching a great number of people in a short period of time. Small businesses will use either spot television or cable television. A spot television ad is place on one station in one market. The number of target audience who see your ad depends on how many viewers are tune into the television at a specific time.

Cable advertising is placed either on a local cable television channel or on a cable network. The number of people reached by cable advertising depends upon the cable penetration and cable program viewership in a given market. Beyond television reached, an additional advantage is its ability to convey your message with sight, sound and motion.

The disadvantages of television advertising are relatively higher cost both the terms of airtime and production; limited length of exposure; short airtime; and the clutter of many other ads. Television ads may require multiple exposure to achieve message retention and comsumer action.

Radio, like television has the ability to quickly reached a large number of consumers. The major advantage of radio lies in its ability to target narrowly define segments of consumers. Radio program formats lets an advertiser gear ads to almost any targeted audience. Beyond this advantages radio is commonly used by small businesses because it is inexpensive and because deadline for placing radio advertising relatively short, providing an advertiser with increased flexibility.

The disadvantages of radio are an advertiser is limited to an audio message so there is no visual product or service identification, ad clutter can be high and exposure to the message is short. Finally, similar to television, multiple exposures may be required for message retention and consumer action.