Can You Identify The Hands Down BEST Marketing Decision For Your Business?
$500.00/month arbitrarily entered as “typical average monthly spend” for all options to take “price” out of the equation. You, of course, may allocate more or less depending on budget and other factors. Please carefully consider every chart item as you make decisions.
Decision Criteria			Common	MEDIA	Options
	Yellow Pgs	Radio/TV	Coupons Direct Mail	Newspaper	Billboard	“Brochure” style or“Online store” website/page	SEARCHLIGHT Internet BUSINESS Development
Monthly Rate	500	500	500	500	500	500	500
Binding CONTRACT?	Yes-12 month	frequency agreement	frequency agreement	frequency based	yes time based	probably	No-cancel any time if not satisfied.
Amount Of Quality CONTENT Space Selling Your Business	few inches	few seconds	few inches	few inches	equivalent of few inches	a few 8x11 pages	UNLIMITED number of 8x11 pages
Graphic/Visual Impact	Yes	no	yes	yes	yes	yes	yes
Video Impact	no	tv	no	no	no	maybe	yes
Aural Impact	no	yes	no	no	no	maybe	yes
Competition for customer	10 or more	several	many	many	many	many	2 to 8
Decision Criteria			Common	MEDIA	Options
	Yellow Pgs	Radio/TV	Coupons Direct Mail	Newspaper	Billboard	“Brochure” style or“Online store” website/page	SEARCHLIGHT Internet BUSINESS Development
Categories	1 to 3 typically -will they find you?	na	na	choose section(s)	na	based on a few keyword selections	UNLIMITED Based on fully researched precision targeted keywords and phrases
Extra Cost To Add Categories	Yes-EACH	per time slot	na	per add'l section	na	na	NO-unlimited targeting at no extra cost
			Common	MEDIA	Options
	Yellow Pgs	Radio/TV	Coupons Direct Mail	Newspaper	Billboard	“Brochure” style or“Online store” website/page	SEARCHLIGHT Internet BUSINESS Development
Extra costs to add reach or geography?	Yes extra per town AND per region	yes	yes	NA-limited by distribution area	NA-limited by distribution area	depends on designer/company	NO-unlimited geographical exposure with precision targeting locally, regionally even globally
Able to change or correct program?	no	yes	no	yes	yes	yes	Yes-DAILY
	Yellow Pgs	Radio/TV	Coupons Direct Mail	Newspaper	Billboard	“Brochure” style or“Online store” website/page	SEARCHLIGHT Internet BUSINESS Development
Time Material Is Viewed or Heard	seconds	seconds while distracted	seconds	seconds	1-3 seconds while DRIVING	minute or 2—not much there to keep them interested!	7-12 minutes on avg
Interactive?	no	no	no	no	no	only limited	Highly so! Even Includes Social Media if desired.
	Yellow Pgs	Radio/TV	Coupons Direct Mail	Newspaper	Billboard	“Brochure” style or“Online store” website/page	SEARCHLIGHT Internet BUSINESS Development
Directly make a sale?	no	no	no	no	no	not likely	Yes-in multiple ways!
Monthly GROWTH Improvements	no	no	no	no	no	no –it will stagnate	Yes-continuous content development
Dedicated Program Manager	no	no	no	no	no	no –it will stagnate	Yes-fully vested business partner
	Yellow Pgs	Radio/TV	Coupons Direct Mail	Newspaper	Billboard	“Brochure” style or“Online store” website/page	SEARCHLIGHT Internet BUSINESS Development
Targets Ideal Customer	tries	tries	No-blanket approach	Tries/.sections	no	not really	precision targets ideal BUYER
Rising/Declining Medium?	declining	even	even	declining	even	even	RISING
Enhances Effectiveness Of Other Media?	no	yes	some	no	no	no	Yes-dramatically
Which ONE Is Actually Worth The Monthly Investment? Where Will You Allocate YOUR Marketing/Ad Budget This time Around?