4 c's Framework

Television

Communications
Deliever a personal message: HIGH
Reach a large audience: HIGH
Level of interaction: LOW

Credibility: HIGH

Cost
Absolute cost: HIGH
Cost per contact: HIGH
Wastage: LOW
Size of investment: HIGH

Control
Ability to target: HIGH
Flexibility: LOW

RADIO

Communications
Deliever a personal message: MEDIUM
Reach a large audience: HIGH
Level of interaction: MEDIUM

Credibility: MEDIUM

Cost
Absolute cost: MEDIUM
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: MEDIUM

Control
Ability to target: MEDIUM
Flexibility: MEDIUM

INTERNET

Communications
Deliever a personal message:MEDIUM
reach a large audience: HIGH
Level of interaction: HIGH

Credibility: MEDIUM

Cost
Absolute cost: LOW
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: LOW

Control
Ability to target: HIGH
Flexibility: HIGH

PRESS

Communications
Deliever a personal message: HIGH
Reach a large audience: HIGH
Level of interaction: HIGH

Credibility: HIGH

Cost
Absolute cost: LOW
Cost per contact: LOW
Wastage: LOW
Size of investment: LOW

Control
Ability to target: HIGH
Flexibility: HIGH

OUTDOOR ACTIVITIES

Communications
Deliever a personal message: MEDIUM
Reach a large audience: MEDIUM
Level of interaction: MEDIUM

Credibility: MEDIUM

Cost
Absolute cost: HIGH
Cost per contact: LOW
Wastage: MEDIUM
Size of investment: HIGH

Control
Ability to target: MEDIUM
Flexibility: LOW