OrderYourCatalogToday!
Visit: WildFireLogo.com Today!
WildFire Promotions
 Promotional Products with a Plan
"Help You Succeed!"
Call 231-675-4908 or email: sparky@wildfirepromo.com Today 		       NorthernMichigansCalendarGal!


 
MEDIA COMPARISON CHART
4-Excellent 3-Good 2-Fair 1-Poor
MEDIA
AIMED AT RIGHT TARGET
CLARITY OF MESSAGE
COST PER   PROFITABLE    CONTACT   
PERMANENCE
FLEXI-BILITY
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 $ when market is limited
1
2
3
4
Lasts one day
1
2
3
4
Message can be changed quickly
1
2
3
4
100's 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
As radio, can be changed momentarily
1
2
3
4
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
Discarded after consideration
1
2
3
4
Message can be changed quickly
1
2
3
4
Surrounded by  other  Ads, Offers 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 - 365 Days, Everyday
1
2
3
4
Monthly copy changes can improve flexibility
1
2
3
4
Advertiser has "stage" to himself
22

Calendar Marketing Information
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.
The average home or office uses 4 calendars.

Information Compiled in this Format by Gail L. Gerrie, P.M.C.     By Dr. Kenneth W. Lawyer, Marketing Department Chair, Case-Western Reserve University