PROFILES OF MAJOR MEDIA TYPES
|
| Medium |
Advantages |
Limitations |
| Newspapers |
Flexibility; timeliness; good local market coverage; broad acceptability; high believability |
Short life; poor reproduction quality; small pass-along audience |
| Television |
Good mass market coverage; low cost per exposure; combines sight, sound, and motion; appealing to the senses |
High absolute costs; high clutter; fleeting exposure; less audience selectivity |
| Direct mail |
High audience selectivity; flexibility; no ad competition within the same medium; allows personalization |
Relatively high cost per exposure; “junk mail” image |
| Radio |
Good local acceptance; high geographic and demographic selectivity; low cost |
Audio only, fleeting exposure; low attention (the half-heard” medium); fragmented audiences |
| Magazines |
High and demographic selectivity; credibility and prestige; high-quality reproduction; long life and good pass-along readership |
Long ad purchase lead time; high cost; no guarantee of position |
| Outdoor |
Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity |
Little audience selectivity, creative limitations |
| Online |
High selectivity; low cost; immediacy; interactive capabilities |
Small, demographically skewed audience; relatively low impact; audience controls exposure |
Average Costs for Advertising*:
- Newspapers – $1,300 per week for 2” x 2” ad
- Television – $200,000 for one 30-second commercial (during prime-time)
- Direct Mail - $1,500 for 1,000 4x6 postcards (includes postage)
- Radio - $90 to $120 per week on a rotator (prices higher if time slots for ad are selective)
- Magazines - $1,200 to $5,000 per month or per issue (depends on ad size and demographics)
- Outdoor (billboard) - $3,000 to do artwork and install media on billboard; rates depend on impress level, ranges from $5,000 to $500,000 (the higher the qualify of the artwork and the larger the demographic group, the higher the price); minimum contract is 16 weeks
- Online - $0.60 pay-per-click or $1,200 - $1,800 a month for aggressive campaigns (does not include search engine optimization) or $200 to $1,200 per year per banner ad on websites
*Note: Prices reflected are negotiated prices for a 12-week campaign
Different forms of advertisement (CPM)
Newspaper ad (1/2 page BW)$19.20
Spot TV (30 sec. prime time)$16.25
Magazine (1/4 page)$ 8.00
Radio (30 sec. prime time)$ 4.95
Billboard (city/national)$ 3.00
Mobile advertising$ 0.90
Local TV: A 30 second commercial on a local station in a top 10 market ranges from $4,000 generally during a movie, to $45,000 during high-rated shows.
Cable TV: A 30 second spot in prime time runs between $5,000 and $8,000 depending on the network. Stationary Billboards: To place several short term ads from one to three months on the 14X48 sign along the freeway ranges from $5,000 to $25,000.
Radio: Commercials range from $200 to $1,000 per week for A 60 second, spot depending upon criteria such as time of day and programs ratings.
Newspaper: A full-page ad in the top 10 markets runs an estimated 120 per 1,000 papers in circulation.
Direct Mail: The most common forms of direct mail include packages of coupons in letter-sized envelops, which cost $15 to $20 per 1,000 delivered, and single sheet newspaper inserts like fliers, which cost between $25 and $40 per 1,000 in
circulation.
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