Media Comparison Chart

Media Comparison Chart
4-Excellent 3-Good 2-Fair 1-Poor
Media Aimed at Right Target Clarity of Message Cost Per Profitable Contact Performance 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
15
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.
19
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