Media Options: A checklist of nontraditional media options for prospecting:

Web: search, paid, organic

• E-mail lists (primarily available in B-to-B; few usable consumer e-mail lists are available)

• Web ads (individual opportunities, often not scalable)

• Affiliate programs

• Price comparison search engines

Offline media: electronic

• DRTV (large volumes when it works)

• Radio and TV spots