Advertising is the most well known and common form of introducing a business in the marketplace. Advertising is also a main budget spender when it comes to the monthly marketing expenses conducted by a business. Different forms of advertising present different costs that are variable and fixed based on the country where advertising is taking place. It is extremely important to be well informed of the advertising options that a business is entitled to, as well as the expected budget the business is bound to invest. Unfortunately it is extremely common for businesses to fall victims of every expensive advertising as well as ineffective advertising campaigns
Statistics available on governmental pages are able to provide us with all the necessary data we need to know in terms of options of ads in regards of:
- effectiveness
- cost
- popularity
- visibility
- web traffic
Every country has its specificities in terms of advertising, including Switzerland. Based on the Swiss governmental website ad prices are calculated as following, depending on the distribution channel chosen and the size of the target audience.
Cost per thousand (CPM). The rate depends on the number of times the advertising banner is shown on a website.
Cost per click (CPC). The rate depends on the number of clicks on the ad.
Cost per lead (CPL). The rate depends on the number of leads, such as signing up on a website or for a newsletter.
Cost per action (CPA). The rate depends on the number of actions generated by the advertising (sales or other).
There are a number of advertising options that business can freely chose from in Switzerland, based on their needs, wants, and cost requirements.
Billboards: Renting a billboard depends on location and format. Rates per week vary to over CHF 2,000. APG SGA offers discounts depending on the duration and number of locations rented.
Digital ads: The prices for renting APG SGA digital billboards and projectors depend on the length of the ad, the location, the number of billboards, and time of day at which the ad is shown. For example, you have to spend CHF 7,339 for a 10-second ad shown for a week on two eBoards (landscape format, shown up to 400 times a day) at the Geneva train station from 5.00 am to 1.00 am, and CHF 5,792 to use the six ePanels (portrait format, shown 1,200 times a day) at the same station, under the same conditions.
Newspaper and magazine: In a local newspaper, the prices of an ad vary from CHF 290 for a sixteenth of a page in black and white in La Gruyère to more than CHF 23,500 for a full color page in 24 Heures. Covering several regions, an ad costs from CHF 4,900 for a fifth of a page in Le Temps to more than CHF 68,500 for a full color page in 20 Minutes.
TV: Broadcasting a commercial on a local channel, can vary from CHF 400 per day (for around nine showings of a 20-second commercial) to CHF 8,400 per week (for 63 showings of a one-minute advertorial).
Radio: Prices per second can vary from CHF 5 to CHF 27, depending on the time and station chosen. The production cost of a radio commercial starts at CHF 2,000.
Public transport: A CFF locomotive can feature advertising on the outside for a year for CHF 240,000. The cost of renting a whole train varies from CHF 120,000 (+ CHF 60,000 in production costs) in the canton of Vaud to CHF 700,000 (+ CHF 220,000 in production costs) in the canton of Zurich. Posters can also be put inside the train for CHF 13,927 (150 posters in one-eighth of the cars for two weeks) to CHF 142,861 (900 posters in three-quarters of the cars for four weeks). Buses of urban transportation networks also feature advertising on the outside. Wrapping an entire vehicle in an ad costs between CHF 4,000 (for a month in Chablais) and CHF 185,000 (for 12 months in Bern).
Cinema: One second of advertising in Swiss cinemas costs around CHF 12, and CHF 24 per second for 3D films.. For a 30-second ad shown several times a day, companies should allow, on average, CHF 300,000 per year.
Trade shows: Renting a stand at a trade show costs between CHF 50 and CHF 500/m².
Online: Internet advertising partners such as Google AdWords and Microsoft AdCenter do not set any minimum or maximum price. Both systems work on cost per click (CPC).
Social media/network: Advertising on Facebook or LinkedIn depends on many factors. An SME can choose between payment per click (CPC) or per thousand (CPM). Companies are advised to invest at least CHF 20 per day to get concrete results.
The options are limitless, and the budgets are versatile. It`s only a matter of finding the perfect fit for you and your business.
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