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Why Use Calendars for Your Program?
MEDIA COMPARISON CHART
4-Excellent
3-Good
2-Fair
1-Poor
MEDIA
AIMED AT
RIGHT TARGET
CLARITY OF MESSAGE
COST PER PROFITABLE CONTACT
PERMANENCE
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
13
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.
20
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

Further Calendar Benefits

  • Calendars speak directly to your target market. They tell a story to a specific core audience, making message retention very high.
  • Because calendar advertising is so targeted, your message has a lot of "reach," measurably extending your Return on Investment (ROI).
  • Your calendar can be enhanced with a variety of custom options like coupons, a time-tested method for increasing sales.
(By Dr. Kenneth W. Lawyer, Marketing Department Chair, Case-Western Reserve University, Retired)

 

 

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