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| Medium |
Advantages |
Limitations
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| 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 4×6 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
