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PROFILES OF MAJOR TYPES OF ADVERTISING

Medium

Advantages

Limitations

Newspapers

Flexibility; timeliness; good local market coverage; broad acceptability; high believability

Short life; poor reproduction quality; small pass-along audience

Cost- $1,300 per week for 2" x 2" ad

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

Cost- $200,000 for one 30-second commercial (during prime-time)

Direct mail

High audience selectivity; flexibility; no ad competition within the same medium; allows personalization

Relatively high cost per exposure; "junk mail" image

Cost- $1,500 for 1,000 4x6 postcards (includes postage)

Radio

Good local acceptance; high geographic and demographic selectivity; low cost

Audio only, fleeting exposure; low attention (the "half-heard" medium); fragmented audiences

Cost-$90 to $120 per week on a rotator (prices higher if time slots for ad are selective)

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

Cost- $1,200 to $5,000 per month or per issue (depends on ad size and demographics)

Outdoor

Flexibility; high repeat exposure; low cost; low message competition; good positional selectivity

Little audience selectivity, creative limitations

Cost- (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

High selectivity; low cost; immediacy; interactive capabilities

Small, demographically skewed audience; relatively low impact; audience controls exposure

Cost- $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

Sponsorships

High selectivity; brand recognition; subtlety; consumer involvement; brand linking; relational; cause oriented

Shared sponsorship decreases mentions; hard to track spending to consumer response;

Cost- Variables depend on exposure, credibility, time, on-site staging and promotional materials, product samples, etc. Can be as little as $200 up to millions per event.

Word of Mouth

Low cost; viral potential; expanding centers of influence; interactive capabilities; easily duplicated

Little control; driven by exceptional product or service value; can be hard to initiate

Cost- Little to no cost unless incentives are offered. Good products and services purchased by satisfied customers at a profit is often the catalyst that starts word of mouth advertising.

*Note:  Prices reflected are negotiated prices for a 12-week campaign

 


More On Types of Advertising

Click on any of the types of advertising above to take a closer look at each medium. We will be adding more pages daily so bookmark this page and check back often.


Return from Types of Advertising to Christian Advertising

Return from Types of Advertising to Christian Business Opportunities




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