Rating: 3/5 Faxes These can work well, but are often seen as intrusions. Fortunately, however, if the fax is well targeted, and better still, addressed to someone (or at least a position), there's a chance it will succeed. It's really worth the time researching the person's name that should receive it. A phone follow-up makes it more effective still. You can also do the mystery fax idea-that is, send a fax addressed to no one. The person who picks it up will take it to everyone and ask, Is this yours? This ensures that everyone will see it. Hints and Tips: 1. Make sure it's got a great headline. 2. Use a company specializing in faxes, so they take care of everything. 3- Give everything a sense of urgency. 4. Test and measure. Rating: 4/5 Billboards and Posters These are excellent as a directional medium. That means you use the billboard to tell people to take the next left, or that you're five minutes away. Why do you think the big fast-food chains use billboards all the time? It's also a good way to support other media, especially TV and radio. Your product should have wide appeal and be simple to understand. It's also a great way of promoting a product you might sell through retailers. It's a far less direct response medium than many others, so ask people to respond. 70