The Effectiveness Of Advertising Media
Here below you can read the last part of Ms Claus article "Signs And Your Business".
In this last extract she will bring up real data from a research study that proved the effectiveness of on-site signage.
Real-life examples are described, with experiments and results that clearly demonstrate how signs are the most effective advertising tool available to small and medium businesses (about 200% better than other media...).
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The National 3/M Company conducted a definitive research study covering the Effectiveness Of Advertising Media for retail use.
The study leaves little doubt that on-site signage delivers More Market Coverage with a higher degree of readership than any of the other media. Also, it does this at an astonishingly low cost per thousand exposures – and at the very point of sale!
It found that an average on-site sign was viewed by eighty-five percent of the retail market, ten times per month for a Cost Of Only Pennies per thousand exposures.
In comparison, a three hundred line newspaper ad, also run ten times a month, could command only fifty-three percent of the market at a Cost Of Two Dollars and eighty-one cents per thousand.
Readership estimates are even more startling, with Sixty-One Percent attributed to the sign and thirteen percent to the newspaper advertisement.
Comparisons between on-premise signs and other media in the study were Even More Decisive In Favor Of Signage. TV for instance, cost nine dollars and eighty-two cents per thousand exposures but could command only fourteen percent of the retailers market with a readership of only eleven percent.
A great deal of the tremendous cost effectiveness of on-site signs is due to their Long Life and to their Placement on property valued for other than advertising purposes.
Since the use of the business location Is Free for the taking, the user of on-site signage limits expenditures to the cost of the sign. Because of the durability of signs, this expenditure is low since the cost is spread out over years.
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I hope you found the reading interesting, because I surely did.
Do not miss the next post with a summary of what Ms Karen E. Claus said and which lesson we (all) can learn from it.
In this last extract she will bring up real data from a research study that proved the effectiveness of on-site signage.
Real-life examples are described, with experiments and results that clearly demonstrate how signs are the most effective advertising tool available to small and medium businesses (about 200% better than other media...).
====================
The National 3/M Company conducted a definitive research study covering the Effectiveness Of Advertising Media for retail use.
The study leaves little doubt that on-site signage delivers More Market Coverage with a higher degree of readership than any of the other media. Also, it does this at an astonishingly low cost per thousand exposures – and at the very point of sale!
It found that an average on-site sign was viewed by eighty-five percent of the retail market, ten times per month for a Cost Of Only Pennies per thousand exposures.
In comparison, a three hundred line newspaper ad, also run ten times a month, could command only fifty-three percent of the market at a Cost Of Two Dollars and eighty-one cents per thousand.
Readership estimates are even more startling, with Sixty-One Percent attributed to the sign and thirteen percent to the newspaper advertisement.
Comparisons between on-premise signs and other media in the study were Even More Decisive In Favor Of Signage. TV for instance, cost nine dollars and eighty-two cents per thousand exposures but could command only fourteen percent of the retailers market with a readership of only eleven percent.
A great deal of the tremendous cost effectiveness of on-site signs is due to their Long Life and to their Placement on property valued for other than advertising purposes.
Since the use of the business location Is Free for the taking, the user of on-site signage limits expenditures to the cost of the sign. Because of the durability of signs, this expenditure is low since the cost is spread out over years.
====================
I hope you found the reading interesting, because I surely did.
Do not miss the next post with a summary of what Ms Karen E. Claus said and which lesson we (all) can learn from it.
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