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6 Excel Functions for Planning and Analyzing Advertising and Direct Marketing Campaigns

Function Computes
Ad Campaign Response Final sales response to an ad campaign given 7 multiplicative parameters.
GRP (Gross Rating Points) Reach and frequency of an ad campaign.
CPM (Cost per Thousand) Compare the costs of various media.
Direct Mail Contribution Profit contribution of a direct mail (or other direct marketing) campaign.
Direct Mail Breakeven Response Response rate needed to break even on a direct mail campaign.
Promotion Budget Required promotion budget using an objective-and-task method.

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