Hi optisite,
Good day and thanks for your question.
With the rising of the internet, web advertising has become the
preferred advertising medium for a global audience. Traditional
printed advertising costs are extremely high in comparison to Internet
advertising. However, if you are targetting a local audience, print
advertising is probably better as far as returns are concerned.
In a nutshell,
Web Advertising :
- Colourful, Animated content that can be constantly updated
- Your company displayed 24 hours a day, 7 days a week, 12 months a
year in any part of the World
- Audience of 100 million +
- No distribution or printing fees
- Can be easily updated
Print Advertising
- Static content that becomes dated quickly
- 1 page of a newspaper for 1 day ($25000 for full colour advert in a
major newspaper)
- Audience perhaps of maybe a couple hundred thousand if a major paper
There are a number of discussions on the web on this issue.According
to the CWA (Communications Workers of America) Yellow Pages, "Print
vs. web advertising impacts distribution cost. The long range
evolution could ultimately see the Internet replacing print as
distribution."
There is a comparison between the two at
http://www.sanddollarwebs.com/Comparison.htm Here, the author does not
take banner ads and pop-ups into consideration, but a website. After
all, there is no better way of advertising your company than having a
website. On a cost per sales basis, more businesses are discovering
that they can use the Internet as an advertising medium for less than
5% of the traditional costs. In a small business Internet survey, 56%
of small businesses on-line today regard the Internet as "essential"
to the success of their business. 60% of those who accept orders on
their web sites report sales gains due to their on-line presence
amounting to about 23% of total sales.
There is an excellent article comparing advertising in the LA Times
newspaper, and latimes.com website
"One Publication with Two Versions: Los Angeles Times vs latimes.com"
http://www-scf.usc.edu/~jeeinchu/jour550.html
One paragraph says, "Comparing the Los Angeles Times and latimes.com,
the first notable difference between the two is that there is no
advertisement on the front page of the print version, whereas there
are five or six advertisement banners on the first page of
latimes.com."
"Web advertising offers the greatest scope for accurately targeting
who will see an advertisement, and what will be the specific content
of the advertisement, which is totally unlike broadcast and print
media. Outstanding accuracy of demographics is one of the single
greatest advantages of web advertising."
Source :: http://www.allwonders.com/adsprofile.html
Some more useful documents :
Does Web Advertising Work? Memory for Print vs. Online Media
http://www.psu.edu/dept/medialab/research/webad.html
Note : This is only an abstract. For a complete report of this
research, see:
[] Sundar, S. S., Narayan, S., Obregon, R., & Uppal, C. (1998). Does
web advertising work? Memory for print vs. online media. Journalism
and Mass Communication Quarterly, 75(4), 822-835.
[] Sundar, S. S., Narayan, S., Obregon, R., & Uppal, C. (1997,
August). Does web advertising work? Memory for print vs. online media.
Paper presented at the annual conference of the Association for
Education in Journalism and Mass Communication, Chicago, IL.
Advantages of advertising on the Web compared to other media
http://effectivewd.com/web/advant.htm
FAQ on advertising on a website
http://www.thewebpages.com/advertise/twpfaq.asp
Web Advertising: A look at types and costs by Ron G. Cheek (University
of Louisiana, Lafayette), Michelle B. Kunz (Morehead State University)
& Peggy Osborne (Morehead State University)
http://www.sbaer.uca.edu/Research/2001/ACME/52acme01.htm
"The purpose of this article is to review five methods of advertising
on the web: banner ads, direct emails, sponsorship, keyword, and link
strategies such as inicro-sites. This summary will outline the
function of each and the various pricing strategies"
Note : When I tried to access this URL, I got a HTTP 500 Internal
Server Error. In case you get the same too, you can view the article
from Google's cache -
http://216.239.33.100/search?sourceid=navclient&q=cache:http%3A%2F%2Fwww.sbaer.uca.edu%2FResearch%2F2001%2FACME%2F52acme01.htm
Off the topic, the following gives an idea about the power of the web
Calculating Cost Per Hire - Print vs. Web
Today, a number of sources routinely calculate and publish CPH
figures. Perhaps the best known calculation comes from the Employment
Management Association (EMA), a special interest group of the Society
for Human Resources Management. Its 1997 figures came in as follows:
CPH with print advertising $3,295
CPH with the Internet $377
The algorithm used to calculate these figures was developed by EMA, in
conjunction with the Saratoga Institute. It is:
CPH = [(AD + AF +ER + T + Relo + RC) / H ] + 10%
Where:
AD represents your ad costs
AF are agency fees
ER are employee referral costs
T is travel
Relo is relocation costs
RC represents the fully loaded cost of all recruiter's time
10% is a historically derived figure for all overhead and
administrative support.
I hope this answers your question. If you have any clarifications,
please don't hesitate to ask.
Warm regards,
aditya2k
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