Marketing & Advertising mentor Lisa H. Buksbaum responds: Your choices about where to advertise should logically follow where your customers and prospective customers are. Try capturing demographic and lifestyle data to determine what your customers' interests are. You can target magazines, newspapers, or radio programs that your customers are interested in. Always include a direct response mechanism in your advertising -- for example, a Web site address or an 800 number that pertains specifically to your ad. That way, you can track how effective the ad is.