Re: Cost/Audience Comparisons

Don 'DocDon' Taylor (docdon_at_pobox.com)
Sat, 20 Jul 1996 15:00:11 -0400 (EDT)

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At 04:34 PM 7/19/96 -0500, Glen Allison wrote:
>This request has probably been made many times ....
>
>I've agreed to give a talk on the Net For Business for a local group. One
>specific request from the sponsoring group is this:
>
> Cost and Audience Comparisons for the Internet vs. Traditional
>Media, specifically for print, display, broadcast, telemarketing, and direct
>mail
>
>I appreciate any quick tips or pointers in the direction of helpful URLs
>that might have this kind of info. Thanks.

On one hand I can understand the request, but on the other I must point out
that it won't be accurate or exactly relevant.

If you use any of those other media all by itself it will probably be more
successful than using the 'Net alone, but...

The Net cannot be compared directly to any of those because they are all
intrusive to a much greater extent than the Net.

The Net is always far more successful when used in conjunction with additional
forms of advertising.

The Net works best when fully integrated into the business plan and not merely
used as a form of advertising by those who think advertising=marketing.

Don

Doctor Don -- Internetist
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Specializing in the diagnosis, prevention and
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