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.Small newspapers and radio sta­tions are commonly less expensive than larger outlets, but their effectiveness varies.However, these outlets may be the most appropriate, depending on the situa­tion.Furthermore, to keep costs low, sometimes the most creative ideas come from within an organization.It is not uncommon for organizations to develop an advertising task force to develop themes, slogans, etc.This strategy can save considerable amounts of money, as agency fees can be exorbitant and thus, prohibitive.Visual consistency - not to be ignored in PR advertising.While creativity is impor­tant, visual consistency with the organiza­tion's annual report, brochures, Website, etc.can be achieved by using similar typefaces, slogans, and visuals [ Pobierz caÅ‚ość w formacie PDF ]