Print Ads: audience is measured by the average number of copies of a publication sold over a given period, or circulation.
Banner Ads: 'Hits' are a meaningless statistic – the key statistics with respect to measuring a web site's audience are unique visitors . Unique visitors is defined as the number of different individuals who visit a site within a specific time period. Web sites measure unique visitors using sophisticated software that identifies visitors by the specific IP addresses of their computers.
Problem: As you can see, print and online ads have effective methods to measure audience, and although knowing total audience is very useful, it still does not tell you how many people actually saw your ad.
Print Ad: Let's say you have a quarter page ad on page 12 of The Red River Home Guide with a circulation of 20,000. How do you know how many of the audience of 20,000 actually made it to page 12? This is one of the weaknesses of print ads – there is no way of measuring how many people made it to page 12 so there is no way of knowing how many saw your ad.
Banner Ad: Let's say you have a banner ad on an inner page of a web site that has 50,000 unique visitors/month. How do you know how many of the audience of 50,000 actually made it to the page where your ad is displayed?
WHICH IS BETTER?
The short answer is that neither is medium is necessarily better - both can offer effective distribution for your brand and message. For instance, print advertising is a more portable advertising option (not too many take their computer to the toilet to read…) while banner advertising offers interactivity (you can't click a print ad…). Without question, an integrated print and banner campaign is more effective than focusing only on one or the other exclusively.
Ultimately, when allocating precious advertising budgets, it comes down to getting ‘the most bang for your buck in Fargo Moorhead'.
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