How To Tell If An Ad Costs Too Much

People say it all the time: "This advertising costs too much!" They practically go into cardiac arrest when they see how much the advertising for certain media is going to cost them. It's pretty easy to get sticker shock when you see that an ad in a popular industry publication costs thousands. It's easy to automatically think that's a lot of money. But, here's an important question for you, the advertiser: Does the ad actually cost too much?