MEDIA COMPARISON CHART
4-Excellent 3-Good 2-Fair 1-Poor
MEDIA	AIMED AT RIGHT TARGET	CLARITY OF MESSAGE	COST PER PROFITABLE CONTACT	PERMANENCE	FLEXIBILITY	COMPETITION FOR ATTENTION	TOTAL
NEWSPAPERS	1 2 3 4 Distribution wasted on a large scale	1 2 3 4 Succeeds in clearly telling Who- What-Where	1 2 3 4 Very high cost when market is limited	1 2 3 4 Lasts one day	1 2 3 4 Message can be changed quickly	1 2 3 4 Hundreds of other ads competing for attention	11
MAGAZINES	1 2 3 4 In the case of Trade Journals, generally aimed correctly	1 2 3 4 Succeeds in clearly telling Who-What-Where	1 2 3 4 Specifically in Trade Journals, fair; otherwise poor	1 2 3 4 May be visible a week or two	1 2 3 4 Depends on frequency of publication	1 2 3 4 Other ads prominent and vying for attention	14
RADIO	1 2 3 4 Very high percentage of "deaf ears" waste	1 2 3 4 Tells Who- What-Where, but visual stimulus more effective	1 2 3 4 Much waste for little profitable contact	1 2 3 4 Here and gone	1 2 3 4 May be changed quickly	1 2 3 4 Many ads in quick sequence	11
TELEVISION	1 2 3 4 Large scale waste, even on local stations	1 2 3 4 Visually and audibly effective	1 2 3 4 Huge cost per contact	1 2 3 4 As radio, here and gone	1 2 3 4 Again as radio, can be changed momentarily	1 2 3 4 Many, many ads, one following another	12
INTERNET/ BANNER ADVERTISING	1 2 3 4 Wide distribution with very low conversion rate	1 2 3 4 May show Who-What-Where in click-thru	1 2 3 4 Very low cost per profitable contact	1 2 3 4 Visible a week or two, but quickly disappears	1 2 3 4 May be changed quickly	1 2 3 4 Many other ads competing for attention	13
DIRECT MAIL	1 2 3 4 Can be precisely aimed at decision-makers	1 2 3 4 Graphically shows Who- What-Where	1 2 3 4 Low cost per profitable contact	1 2 3 4 After consideration, will be discarded	1 2 3 4 Message can be changed quickly	1 2 3 4 Accompanies other correspondence, ads, etc.	20
CALENDAR ADVERTISING	1 2 3 4 Direct to only bona fide customers and prospects	1 2 3 4 Clearly shows Who-What-Where	1 2 3 4 Very low cost per profitable contact	1 2 3 4 Lasts a full year	1 2 3 4 Monthly copy changes can improve flexibility	1 2 3 4 Advertiser has "stage" to himself	22

Further Calendar Benefits

• Calendars speak directly to your target market. They tell a story to a specific core audience, making message retention very high.
• Because calendar advertising is so targeted, your message has a lot of "reach," measurably extending your Return on Investment (ROI).
• Your calendar can be enhanced with a variety of custom options like coupons, a time-tested method for increasing sales.

(By Dr. Kenneth W. Lawyer, Marketing Department Chair, Case-Western Reserve University, Retired)

 

 

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