How about effective versus ineffective. Cheap and expensive is really meaningless without a discussion of skill and results. A given technique can be cheap when you know how to use it.

When you don't know what you're doing -- they're all expensive. Lost sales (more probably zero sales), wasted time, wasted effort, and even wasted money. It's free, right up until it starts costing you to learn how to make your marketing effective.

Expensive is usually what happens after you decide to go cheap with ineffective techniques. Expensive is the school of hard knocks, by neatly avoiding anything about copywriting expertise being the deciding factor of whether a given medium is cost effective or not.

And expensive is broad brush pronouncements of the different techniques without regard to what you want to accomplish, targeted audience, what's right for your marketing plan, and more. Make no mistake, cheap can cost a fortune when you don't understand price and value aren't the same.

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