Determining Newspaper Advertising Costs

Determining Newspaper Advertising Costs - Determining...

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Determining Newspaper Advertising Costs Cost of ad space x 1,000 Circulation Daily Inch Rate 10-1
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Television Pros and Cons Mass coverage High reach Sight, sound, motion High prestige Low cost per exposure Attention getting Favorable image Advantages Short message life High production cost Low selectivity High absolute cost Clutter Disadvantages 10-2
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Radio Pros and Cons Local coverage Low cost High frequency Flexible Low production cost Well-segmented audience Advantages Clutter Fleeting message Audio only Low attention getting Disadvantages 10-3
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Magazine Pros and Cons Segmentation potential Quality reproduction High information content Longevity Multiple readers Advantages Visual only Long lead time for ad placement Lack of flexibility Disadvantages 10-4
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Newspaper Pros and Cons High coverage Low cost Short lead time for placing ads Ads can be placed in interest sections Timely (current ads) Reader controls exposure Can be used for coupons Advantages Clutter Poor reproduction quality Short life Low attention getting Selective reader exposure Disadvantages 10-5
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Determining Newspaper Advertising Costs - Determining...

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