If a magazine has a circulation of 100,000, and the price of an ad is $5,000, you can divide the cost by the number of impressions to see the cost is $0.05 per impression. Contrast that with 500 T-shirts costing a total of $3,000. Divide that by 250,000 impressions, given the repeat use and multiple exposures of a T-shirt, and you get a cost of just a little over $0.01 per impression, creating more impressions at a lower cost. But, is 250,000 impressions a realistic number? Test this yourself: One trip to the shopping mall, a festival or a sporting event easily garners 200 impressions. So, for the life of a T-shirt, 500 impressions is a very reasonable number. Multiply that number by 500 shirts and you get 250,000 impressions. When you consider that the life of a T-shirt generally exceeds the one-month life of a magazine, you see that the long-term value of four color process T-shirts is superior.
- Companies:
- Target Graphics