True Image Publishing - Why a Calendar?

The Fine Art of Promotion

Why a Calendar?

This compelling chart, demonstrates why
calendars are such an effective addition to your marketing mix.

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4 – Excellent

3 – Good

2 – Fair

1 – Poor

media	aimed at right target		affordability		permanence		competition for attention		total
Calendars		Direct to only targeted customers and prospects		Very low cost per profitable contact		Lasts a full year		Advertiser has “stage” to himself	16
Direct Mail		Direct to only targeted customers and prospects		Low cost per profitable contact		After consideration, will be discarded		Accompanies other correspondence, ads, etc.	12
Internet/Banner Advertising		Can be precisely aimed at decision-makers		Very low cost per profitable contact		Visible a week or two, but quickly disappears		Many other ads competing for attention	9
Television		Large scale waste, even on local stations		Huge cost per contact		As radio, here and gone		Many, many ads, one following another	4
Radio		Very high percentage of “deaf ears” waste		Much waste for little profitable contact		Here and gone		Many ads in quick sequence	4
Newspapers		Distribution wasted on a large scale		Very high cost when market is limited		Lasts one day		Hundreds of other ads competing for attention	4