Television advertising is definitely the most expensive form of advertising available. Costs vary depending on the size of the audience reached and the time of airing. For example, during the SuperBowl, when millions of people are tuned in to the big game, it costs $43,000 per second or $1,3000.00 for a 30-second spot (Advertisers, 1996: 1). Yet, if one wants to advertise in a local market without regard to time aired, television advertising can be more reasonably priced. For instance, a special advertising package is available that includes production of the ad and airing once, two weekends a month, for sixty seconds on one local channel for $4,400 (Television, 1999: 1). Television advertising is also expensive because you often pay to advertise to huge numbers of people, many of whom are not within the target market you are seeking but elevate advertising rates nonetheless.
Print advertising is often an effective way to target an audience. For example, those who subscribe to travel magazines are more likely to be interested in Bahamas travel advertisements. Print advertising varies a great deal as well. Newspapers and periodicals are the most common forms, with advertising rates varying dependent upon number of subscribers or circulation rates. One magazine with a small subscriber base charges $900 for a black and white full page advertisement and $1,200 for one in color (Print, 1999). However, magazines with large subscription bases, like TIME or Rolling Stone can charge $50,000 or more for a full page color advertisement. Of course, smaller ads are available and cost less. The decline in circulation for many newspapers has made newspaper advertising less expensive than previously. However, even though newspapers hit a more segmented audience location-wise, an advertiser would need to place ads in many of them to hit a large number of potential customers.
Radio advertising is also a fairly inexpensive way to ad...