Here are some best practices for offline and online advertising, along with approximate costings:

Offline Advertising

Approximate Costing

The cost of offline advertising can vary depending on the type of ad, the size of the ad, and the placement of the ad. However, in general, offline advertising can be more expensive than online advertising. For example, a full-page ad in a major newspaper can cost tens of thousands of dollars, while a banner ad on a popular website might only cost a few hundred dollars.

Online Advertising

Approximate Costing

The cost of online advertising can vary depending on the type of ad, the targeting options, and the placement of the ad. However, in general, online advertising is much less expensive than offline advertising. For example, a banner ad on a popular website might only cost a few hundred dollars, while a full-page ad in a major newspaper can cost tens of thousands of dollars.


Both offline and online advertising can be effective ways to reach your target audience. However, the best approach for you will depend on your budget, your target audience, and your marketing goals. If you’re looking for a cost-effective way to reach a large audience, online advertising is a good option. If you’re looking for a way to reach a specific audience with a high-impact message, offline advertising may be a better choice.

Also, from another source:

Best practices for offline advertising:

  1. Know your target audience: Understand your target market and tailor your message to resonate with them. This will help you choose the most effective offline advertising channels.
  2. Create a memorable message: Craft a clear and concise message that highlights the unique selling points of your product or service. Use attention-grabbing headlines and visuals to capture the audience’s interest.
  3. Choose the right medium: Offline advertising offers various channels like print (newspapers, magazines), radio, television, billboards, direct mail, and event sponsorship. Select the ones that align with your target audience and budget.
  4. Consistency in branding: Maintain a consistent brand identity across all offline marketing materials to build brand recognition and trust.
  5. Measure results: Though offline advertising is harder to track than online methods, consider using unique promo codes, QR codes, or dedicated landing pages to gauge the effectiveness of your campaigns.
  6. Leverage local advertising: For businesses targeting a local audience, focus on community newspapers, local radio stations, and billboards in strategic locations.
  7. Partner with complementary businesses: Collaborate with other businesses that cater to a similar audience to expand your reach and share advertising costs.
  8. Participate in events and trade shows: Attend industry-specific events and trade shows to network, demonstrate your products/services, and increase brand visibility.
  9. Budget range: The cost of offline advertising can vary significantly depending on the medium and scope of your campaign. For example, a local newspaper ad could cost anywhere from $50 to $500, while a billboard in a prime location could range from $1,000 to $10,000 or more per month.

Best practices for online advertising:

  1. Understand your online audience: Utilize analytics tools and customer data to gain insights into your online audience’s behavior and preferences.
  2. Use multiple platforms: Diversify your online advertising efforts across various platforms like Google Ads, social media (Facebook, Instagram, Twitter, LinkedIn), and display networks.
  3. Optimize for mobile: With a significant portion of internet users accessing content via mobile devices, ensure your online ads are mobile-friendly and responsive.
  4. A/B testing: Continuously test different ad variations, such as headlines, visuals, and call-to-action buttons, to determine the most effective elements.
  5. Utilize retargeting: Implement retargeting campaigns to reach users who have previously shown interest in your products or visited your website.
  6. Video advertising: Embrace video ads as they tend to engage users better than static images or text-based ads. Platforms like YouTube and social media offer various video ad options.
  7. Social proof and reviews: Highlight positive customer reviews and social proof in your online advertising to build credibility and trust.
  8. Budget range: The cost of online advertising can vary widely depending on the platform, targeting options, and competition. For example, a Google Ads campaign might cost $1 to $2 per click (CPC) on average, while a Facebook or Instagram ad could range from $0.50 to $2 per click.
  9. Monitor and adjust: Continuously monitor the performance of your online campaigns and make adjustments based on the data to maximize your return on investment (ROI).

It’s important to note that the costs mentioned above are approximate and can vary based on multiple factors, including the industry, location, campaign objectives, and the size of your audience. It’s recommended to conduct thorough research and consult with advertising experts to get accurate costings for your specific advertising campaigns.

Here’s a breakdown of advertising best practices for India and global campaigns, along with considerations for scaling your reach to such large audiences:

Best Practices – India

Best Practices – Global

Special Considerations for “Everyone” Campaigns: