|
| What is it?
| Appropriate For
| Typical Cost
(Price is given for
the US)
| How It
Works
|
| Direct Mail
| Direct mail is everywhere — and
if you're not using this pervasive
form of advertising,
you could be
missing out.
| Any business
| A direct mail cam-
paign brings in results without
breaking the bank of the advertiser.
| If there's no call-to-action, your direct mail
piece is just creating
brand recognition.
Is there a number to call? Is there a website to
visit? A response mail
required?
Ask, suggest and entice
your audience to respond
to your piece.
|
| Newspaper Ads
| Print ads that run in
local or national, daily or weekly
news publications.
| All businesses
| $200 (for local ads) to $20,000 (for
local or national ads),depending
on the publication, ad size and
your contract with
the publication.
| You can target your
ads to the appropriate
markets by requesting
that your ads run in
the section(s) that most
closely relate to your tar-
get audience, be it sports,
lifestyle or business.
|
| Magazine Ads
| Print ads that run in
local or national magazines.
| Any business
| $500 to $20,000, depending on
whether the
publication is
local or national, the size of your
ad, whether you use color and if
you've negotiated a multiple-ad rate.
You can spend as
much as $500,000 to buy the inside front cover of
some national magazines!
| Like a lot of other forms of advertising, many nati-
onal magazines have
local sections aimed at
smaller businesses.
|
| Yellow
Pages Ads
| Line or display ads
in the Yellow
pages section of your local phone
book(s).
| All businesses in Manhattan, New
York, a small, one-inch space listing
would cost you about $2,500, and
you could pay as much as $92,000
for a full-page display ad. But that
same one-inch space listing in
Manhattan,
Kansas, would cost
just $252,
and a full-page display ad would be
about
$11,200.
| The cost of display ads varies from city to city.
| Don't think twice about this:
You need to be in the
Yellow Pages just to let
people know you're a legi-
timate business and to
make them more com-
fortable about calling
you, especially if they
haven't done business
with you before.
|
| Transit Ads
| Advertising on, in
or over entire public buses.
| Any business with a
broad customer base and a decent
budget
| $500 to $4,000 per
month, depending on whether
you're purchasing exterior and/or
interior bus signs or
wrapping the entire outside of a bus.
| The most familiar ty-
pes of transit advertising
are the signs placed on
the interiors and exteriors
of buses that carry your
message to passengers
and pedestrians alike.
|
| Radio Ads
| Great radio spots
grab and hold atten-
tion, usually through humor. They may also use
sounds,compelling
music or unusual voices
to grab attention.
| All businesses
| Radio generally costs a little less, al-
though rates vary widely depending
on the size of the market, the station's penetration, and
the audience of the show on which
you want to advertise.
| Sponsorship over the radio will guarantee your spots
air first in the commercial breaks, or pods, so you'll reach more listeners before
they have a chance to
switch stations or tune out during long breaks.
|
| TVAds
| Ten-to 60-second
commercials on network TV stations.
| Any business
| $90 to $2,500 per
commercial; $2 million to $3 million if you advertise
during the Super Bowl!
Rates vary greatly, so before setting
a budget, contact your local rep for
rates in your area.
| No matter what demographic your audience falls
into, you can find ap-propriate programming
on any one of the net-
works. Every station re-
aches every audience
daily, with schedules
that include cartoons,
celebrity, talk, sports,
soaps, news, movies,
reality and prime time
programs.
|
