Lifetime Value: Acquisition Costs Across Different Media

• For media well below the standard, modify or discontinue efforts.

Sales Channel vs. Media

A sales channel is different from a medium. A sales channel could be retail stores, direct sales representatives or an in-bound call center.

Advertising supports the sales channels. For example, signage and in-store displays support retail stores. Rarely would one suggest that improving in-store displays will generate new buyers who will return and buy from a catalog. Yet marketers often expect as much when prospecting through new media.