Compare the charge for a half page ad in your local newspaper for one day, or perhaps the rate per month for a good sized yellow page ad. Now compare these numbers to a one-time price for a quality sign which will last for years and be working for you 24 hours a day. Image A displays the level of work which is now so prolific it may even look familiar. Image B is just one of the many different and eye pleasing ways which the sign could appear. It could even be more deluxe if desired.
Price is simply what is paid for the sign.
Cost however is something quite different. The cost is determined on a longer term by whether the sign is doing its job or not. Sample A or something like it will have an initial low price, but a huge cost in the long term due to the fact that it's not going to serve the proprietor well in generating business. In fact it's probably turning many potential customers away. Sample B will have a higher initial price, but will actually cost very little as it will pay for itself quickly by attracting customers and business.