Before making the decision, it is crucial to analyze the cost to benefit ratio or return on investment of different marketing mediums.
As all these marketing mediums would help Zappos to add traffic as well as add revenues and increase the sales of the company. However, from the analysis the company would be able to get more traffic from billboards than other two mediums TV commercials and radio advertisements. But still, investment in billboards, radio advertisements and TV commercials look profitable and by investing more on these three marketing mediums, the company can increase their sales and profitability. However, all these three mediums will be helpful for the company in increasing the traffic on the website and increasing sales. So, the returns on investment from these three marketing mediums are positive, thus, the company should invest in these marketing