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And the right packaging limits the potential for pilferage of small
items. The manufacturer of Fevertest, a plastic strip that, when
placed on the forehead, indicates the presence of fever, added size
and value to the product by enclosing the strip in a wallet,
packaging the wallet in a blister pack, and displaying the item on
pegboards at supermarket and drugstore checkout counters.
Consumer Focus
POP programs focus on the consumer but also provide a service to
the trade. Because they help move products off the shelves into
consumers hands, POP expenditures are often more productive
than off-invoice price reductions to the trade, which risk being
pocketed and therefore withheld from the consumer.
Easy Evaluation
Alternative POP programs can be inexpensively presented in split
samples of stores. Stores equipped with check-out scanner
systems can quickly provide the sales data needed to evaluate the
impact of POP programs for the benefit of both manufacturer and
retailer.
Changing Consumer Expectations
Many consumers wish to do their shopping quickly and
efficiently; yet, at the same time, the longer they are in a retail
store, the more likely they are to buy. Purchases planned least
often were, according to one survey, auto supplies (94%),
magazines and newspapers (91%), and candy and gum
(85%).5 Drugstore purchases, too, were largely unplanned
60% of them, including 78% of snack food and 69% of cosmetics
purchases.6 An average of 39% of department store purchases
were unplanned, ranging from 27% of womens lingerie purchases
to 62% of costume jewelry purchases.7 Effective POP programs
not only present useful information efficiently; they can also make
shopping entertaining and remove some of its
A Package Is More Than a Container
Packaging has many functions beyond acting as a container for a
product.
Appropriate packaging, of course, attracts attention at the point of
purchase. Manufacturers such as Nabisco and Kellogg use the
same package design for many items in their product lines to
present a highly visible billboard of packages to consumers at the
point of purchase. In 1979, Nabisco standardized the package
design of its chocolate-covered cookies; the market share for this
product rose from 24% to 34% by 1981.10
Standardized packaging also permits easy identification of brands,
types, and sizes. Private-label suppliers have imitated the color
codes used to identify various sizes of disposable diapers made by
the brand name manufacturers. Similarly, packaging
communicates product benefits and identifies target groups.
Contrast the packaging of Marlboro cigarettes, aimed at men,
$1,000,000.
I will guess that you want something more realistic. For that, I
would suggest it's more effficient to buy time on national cable
networks than it is on national Networks (ABC, etc), so if you just
by cable TV, and even if you buy during cheap dayparts (daytime
and late night for instance), you can assume you'll have to spend
$5MM on TV alone per month. Radio network time can be bought
more efficiently, so let's say $1MM on radio, $300k on print,
$250,000 on cheap inventory online banner ads, $500,000 on paid
search engine marketing (assumes you have a website to point to).
Again, all of this is per month.
As for out of home places like bus shelters, buying nationally is
VERY cost prohibitive, I'd recommend you pass on that unless
you have maybe your top 5 markets identified and want to heavy
up your message there.
If you want to include the costs for an agency and the production
of all your ads, add 20-25% to your media budget.
1. Check the size of the brokers sales force against the companys
product line commitments. Is the brokerage firm overextended?
How important is your business to the firm?
NATIONALADVERTISING
How much does it cost to run a national ad campaign?
I'm thinking of something along the lines of the pro-Fatherhood or
HIV awareness campaigns, with billboards, bus benches, internet
ads, a print run and radio/TV spots.
Bill Hewson, Part of the digital marketing hive mind
The answer truly is, "it depends." A lot. It depends on how long
you want this campaign to run, at what times of day, how often
the ads should appear, etc. Some quick for instances:
If you assume a 2-4 week one-time campaign and assume that you
are willing to buy the cheapest TV and Radio time available. (no
superbowl for you!) AND you assume that you already have paid
an agency to create ads and buy media time for you, you can
probably buy the media across all channels for less than
Setup Process
Design
Setup Cost
$500 to $397,800
Cost of Media
Cost to Continue
Demographic Served
No
Exposure
Cons
Expensive, wasted impressions on
unqualified customers
The Cost of Advertising Nationally Broken Down by Medium
At WebpageFX, were firm believers that the web is the best way
to advertise your business. But what is the cost of advertising? To
discover this, we compiled advertising cost data for a bunch of
different mediums and compared their costs with the costs of web
advertising. We used numbers from both national and local
sources to determine the cost of advertising for each channel. The
current national advertising cost data is below. And we were right:
the web is the most accountable, cheapest, and easiest way to
bring in new business.
Design
Setup Cost
Cost of Media
National TV Advertising
Cost to Continue
Setup Process
Design + Production
Demographic Served
Setup Cost
$63,000 to $8 million
Cost of Media
ad
Pros
Cost to Continue
Cons
Expensive, wasted impressions on
unqualified customers
Demographic Served
Anyone watching TV
No
Exposure
Cons
Expensive, wasted impressions on
unqualified customers
Exposure
Demographic Served
company like yours
Pros
Setup Process
Design
Setup Cost
$50 to $7,200
Cons
Continuous monitoring necessary to
maintain traffic stream
Cost of Media
Cost to Continue
Demographic Served
Yes
Pros
Targeted
Cons
investment
Setup Process
Script Writing
Setup Cost
$1,000 to $5,200
Cost of Media
Cost to Continue
$20-$60/hour
Yes
Pros
Targeted
Cons
Website Configuration
Setup Cost
$4,000-$10,0000
Cost of Media
Free
Cost to Continue
Yes
Website Configuration
Setup Cost
$4,000-$10,0000
Cost of Media
Telemarketing
Yes
Pros
Cons
and waste money
Setup Cost
$4,000-$10,0000
Cost of Media
Cost to Continue
Demographic Served
Yes
Pros
Previous customers
Cons
Setup Process
graphical elements
Setup Cost
$6,000-$12,000
Cost of Media
Free
Cost to Continue
topics)
Demographic Served
Newspapers use rate cards which will tell you exactly how much
newspaper advertising costs. Here is another great article from
design your ad which shows you How To Read A Rate Card.
The basic math involves the following components: the average
circulation of the paper, the size of the newspaper advertisement,
and the cost per thousand people reading your ad (really,
receiving a paper that contains your ads).
Yes
Pros
for many years
Cons
Web content marketing can cost even less than other forms of
online advertising. When you take into account the continuing
costs of the previously mentioned ad types, you can actually
create very effective web content that costs less than other forms
of online marketing. Better yet, this kind of content can continue
to generate interest in your website years after it was originally
created. Infographics, blog posts and content made specifically for
social media sites are all examples of online content marketing
that can go viral and drive traffic to your site for years.
2.
Please note that the paper is not going to reveal their CPM rate.
Instead, they will list the cost to buy a certain amount of space.
Reach Customers With Local Radio Advertising, Starting At
Only $2,000
Newspaper Advertising Costs: Discounts & Extras
Newspapers often have introductory rates for new advertisers. If
you are going to be a regular advertiser or think you might be,
newspapers advertising costs can be reduced with volume
discounts (ie, if you run the equivalent of 10 full pages of ad
space over a year); you might be able to get a discount ranging
from 10 to 30%. With these volume deals, if you dont complete
the full volume commitment, the newspaper will bill you for the
advertising that you run at a higher price based on the rate card.
Newspapers will try to charge you for all the preferred positions:
choosing the section and the placement on the page. The
newspaper advertising costs for this will vary from paper to paper,
however, 25% extra would not be surprising.
Everything Else That You Need To Know About Newspaper
Advertising
If you talk to a sales representative from a radio station or TV
channel, they will tell you that print newspaper ads are dead.
While print is down and some newspapers have ended or limited
their print editions, tens of millions of people still read
newspapers every day, and even more so on Sunday. Leaving
aside the national papers, there are many local papers which are
read by several hundred thousand people each day.
http://www.webpagefx.com/blog/business-advice/the-cost-ofadvertising-nationally-broken-down-by-medium/
local advertising
How Much Does Newspaper Advertising Cost?
You will have several choices when you buy newspaper ads. You
can buy run of paper, which is the cheapest option, or specific
sections. The most read section in a paper is the main news
section (80% of readers look at this section) followed by the local
news section (at 75% readership). After these two sections, there
is a sharp decline in readership with sports coming in at 55%.
2.
3.
How frequently should you run and what size newspaper ads
should you use?
1.
2.
3.
The type of mail piece you select should fit your offer, but more
importantly, engage your target audience. Postcards can be an
effective attention getter as there is no envelope to open and your
message is easy to read. More personalized and secure financial or
insurance offers may be more noticeable in an envelope package
because they may contain sensitive information. Do you have a
large brochure to sell your product or service? A 9x12 envelope
package may be what you need. Now again, all of these variables
go into adding up the total costs of your campaign. Postcards can
be an inexpensive option and creative sizes like 6x9 or 6x11 can
be attractive for the right product offer. Postcard printing can start
as low as .15-.32/piece (depending on size & quantity, and the
more you print the lower it goes!) and full letter packages can
run as low as .18-.50 (based on larger quantity print and mail
runs). So again, its difficult to just quote pricing when there are
so many choices along the way. How many pieces? Who are you
mailing to? What package best fits your needs? Lots of questions
to answer to quote a job.
Who will design your mail piece? Again, this has such a varying
scale based on large scale agencies to the small freelancers, the
complexity of your mail piece and the details of your offer will
affect the pricing of design charges. Its too hard to even ballpark
an answer for this one, it just requires reaching out to some folks
for estimates.
Postageahhhh, the USPS and its inherent challenges! What
package and size of package you choose will most likely be
determined on your overall budget. Postage can be less expensive
for a postcard, where full letter packages cost more, and certainly
a 9x12 envelope would be the most expensive option. Postage
costs can start as low as .28/piece and run up to over $1.00-2.00.
Again variables like first class, standard, presorting, etc. will
make this quick question require a long drawn out answer!
So as you can see above, I wish I could tell you your mailing will
cost you $2,000. But the answer is, its just not that easy! There
are many options that will increase or reduce costs based on the
number of inserts, color applications, personalization, etc.
Remember, variables like volume, presorting, size for postage
savings, address hygiene, mail tracking and working with a
provider that can provide discounts based on numerous mailings
all impact how much a mailing costs.
At the end of the day, its not the cost of the mailing but the return
or ROI you may get. The mailing costs are irrelevant if you sell
your product or service to the right number of customers, because
it then pays for itself and then some! Consider the chart below.
Cost-per-lead comparison
ones are the most successful. It also allows you to quantify your
ROI and justify costs.
http://www.onlinemarketinginstitute.org/blog/2013/06/whydirect-mail-still-yields-the-lowest-cost-per-lead-and-highestconversion-rate/#sthash.YoCGGfPh.dpuf
Manufacturer dealer advertising
Invoice Price (or "Dealer Cost")
How to find invoice pricing