Advertising in the right media is just as important as targeting the right audience.
For example, if you're in the business of selling banner advertising, then it makes more sense to advertise on the web compared to in a newspaper or on the radio.
If you are selling silverware, it wouldn't make sense to display your banner on a site that advertises car repair.
Here's another example: Say you own an automotive dealership. Would you advertise in a magazine for landscapers, or one for auto enthusiasts?
Sure, there are of course people that read landscaping books who are also interested in cars, but do you have a lot of money to waste? Of course not, which means that it's important to hit the bulls eye when targeting your market, thus insuring that you'll have a greater chance for success.
Bet on sure things and leave the long shots for the gamblers.
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