6 Excel Functions for Planning and Analyzing Advertising and Direct
|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.
||Required promotion budget using an objective-and-task method.
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