We consider a market with a finite number of segments and assume that several advertising channels are available, with different diffusion spectra and efficiencies. The problem of the choice of an advertising channel to direct the pre-launch campaign for a new product is analyzed in two steps. First, an optimal control problem is solved explicitly in order to determine the optimal advertising policy for each channel. Then a maximum profit channel is chosen. In a simulation example we consider the choice of a newspaper among six available and analyze the relations among the firm target market and the advertising channels environment which induce the optimal decision. (c) 2006 Elsevier Ltd. All rights reserved.