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The most common misconceptions derived from hundreds of interviews with business owners.
This is very logical and wrong. Volume can mean higher prices in the media world of limited inventory. Getting the best rates is really a process of understanding and comparing true media value and analyzing many options. Cost cutting at the largest agencies means less time spent in this process.
Cable’s CPM makes it one of the most expensive forms of advertising available, but with the power of television, demographic, psychographic and geographic targeting it sometimes is well worth the premium.
Cost of entry can be high, but on a CPM basis, broadcast can be very inexpensive.
Actually, they may be a bad thing for media owners, but they can be a good thing for advertisers if you know how to recognize opportunities.
Word of Mouth can be a powerful pricing and product strategy but rarely a controllable promotion strategy. You still need a strategy to promote your product.
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