| MEDIA COMPARISON CHART |
| 4-Excellent
3-Good 2-Fair 1-Poor |
| MEDIA |
AIMED
AT THE RIGHT TARGET |
CLARITY
OF MESSAGE |
COST
PER PROFITABLE CONTACT |
PERMANENCE |
FLEXIBILITY |
COMPETITION
FOR ATTENTION |
TOTAL |
| Newspapers |
1 Distribution is wasted on a large scale |
4 Succeeds in clearly telling Who, What, & Where |
1 Very high cost when market is limited |
1 Last only one day |
3 Message can be changed quickly |
1 Hundreds of other ads competing for attention |
11 |
| Magazines |
3 In the case of Trade Journals, generally aimed correctly |
4 Succeeds in clearly telling Who, What, & Where |
2 Specially in Trade Journals fair; otherwise poor |
2 May be visible a week or two |
2 Depends on frequency of publication |
1 Other ads prominent and vying for attention |
14 |
| Radio |
1 Very high percentage of deaf ear waste |
3 Tells Who, What & Where but visual stimulus is more effective |
1 Much waste for little profitable contact |
1 Here and gone |
4 May be quickly changed |
1 Many ads in quick sequence - little retention |
11 |
| Television |
1 Large scale waste, even in local markets |
4 Visually and audibly effective |
1 Huge cost per contact |
1 As radio, here and gone |
4 Again as raido, can be changed momentarily |
1 Many, many ads one following the next vying for attetnion |
12 |
| Internet/Banner
Advertising |
1 Wide distribution with very low conversion rate |
2 May show Who, What, & Where in click through |
4 Very low cost per profitable contact |
2 Visible a week or two, but quickly disappears |
2 May be changed quickly |
2 Many other ads competing for attention |
15 |
| Direct
Mail |
4 Can be precisely aimed at decision makers |
4 Graphically shows Who, What & Where |
4 Low cost per profitable contact |
2 After consideration, will be discarded |
4 Message can be changed quickly |
2 Accompanies other correspondence, ads, etc |
19 |
| Calendar
Advertising |
4 Direct to only bona fide customers and prospects |
4 Clearly shows Who, What, & Where |
4 Very low cost per profitable contact |
4 LAsts for a full year |
2 Monthly copy changes can improve flexibility |
4 Advertiser has stage to themselves |
22 |