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"That extra effort is what gives traditional media its added oomph—typically 10-100 times that of a plain-vanilla email campaign"

This sentence is used in below paragraph:

They work because, to your prospect, it's a given that you've put in more effort. (A printed sales pack costs you more to put together; a telephone call takes 100% of one person's attention for its duration.) That extra effort is what gives traditional media its added oomph—typically 10-100 times that of a plain-vanilla email campaign.

I think that it means: extra effort can make the media more appealing. But the next part of the sentence is ambiguous for me:

  • typically 10-100 times that of a plain-vanilla email campaign
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  • It doesn't mean the extra cost (not exactly "effort") makes the actual media more appealing. It means a campaign conducted through traditional media has more "appeal" (however you measure that) than a campaign of equivalent cost conducted using email (but not "customised", so effectively the comparison is to a "spam email campaign").
    – FumbleFingers
    Dec 21, 2014 at 13:46

2 Answers 2

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A traditional media [campaign] (in long-established forms such as radio, television, and newspapers)
has more oomph (strength, power, [sex] appeal)
than a plain-vanilla email campaign (standard, basic, without any added features)

It's a pretty vacuous thing to say, since it's almost impossible to measure/quantify the efficacy of an advertising campaign, and totally impossible to quantify the "oomph/power/appeal" of a campaign except by using "increased sales" as a proxy.

I assume the writer means that if you run, say, a newspaper ad campaign, your sales increase will be 10-100 times greater than it would have been if you'd spent the same amount sending "spam" emails. Obviously if you run a properly-targeted email campaign (only contacting past customers, or people otherwise known to have a particular interest in your product), you'll get much better results. But that costs much more than sending spam.

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It means

traditional media campaigns usually have 10-100 times more oomph than ordinary email campaigns.

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  • ordinary here means new Medea vs traditional?
    – user123
    Dec 21, 2014 at 12:33
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    Ordinary here means with out any special features. i.e. just an email.
    – Araucaria - Not here any more.
    Dec 21, 2014 at 12:43

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