NetPromotions Web Marketing Advertising Yellow Pages Public Relations Direct Mail (Postal) Catalogs Trackable Results Excellent Poor Good to Excellent Poor Good Excellent Low Cost Per Thousand (CPM) Impressions Good to Excellent Good Excellent Excellent Medium Medium National & International Coverage Good Poor Poor Poor Poor Poor Suiting The Message To The Prospect Excellent Medium Medium Medium Medium Good to Excellent Can be Changed Quickly Excellent Good to Excellent Poor Excellent Excellent Poor Ability to Get Immediate Response Good to Excellent Poor Good to Excellent Poor Good to Excellent Good to Excellent Ability to Build dBase Excellent Poor None None Good to Excellent Good to Excellent Ability to Support After-Sale Loyalty Excellent Poor Poor Poor Medium Good to Excellent Inherent Strengths Absolutely trackable high-impact 1 to 1 marketing at mass market rates Media buys get impressions, message presented correctly Comparatively low cost, listings organized by prospect's needs Gives media coverage at a fraction of advertising's cost, implied '3rd Party Endorsements' Gets to prospects with a value offer, mail sorts enable approximate targeting Combines ability to present products and take the order Inherent Weaknesses Limited to audiences that use the Internet, success takes active management Expensive to do correctly, all tracking is by inference, much better for large budgets National coverage impractical, no way to tell traffic that didn't call Unpredictable placements & message spin Prospects do not contribute input, expense limits markets Very expensive and complicated, not suited to universal distribution By giving points, we can show a ranking of these media by Trackable Results: Excellent = 5, Good to Excellent = 4, Good = 3, Medium = 2, Poor = 1, None = 0   NetPromotions Web Marketing Advertising Yellow Pages Public Relations Direct Mail (Postal) Catalogs Results-Based Rankings 36 14 18 16 23 25