The magic formula

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Mike Krass poses an interesting question on his latest blog post at Beyond Madison Avenue: “How much should you spend on display advertising?” The answer is even more interesting, and it comes in the form of a basic formula: Audience Size x Message Frequency / 1000 x CPM. Krass says the formula ads more science to the media buying process. “Apply as much science (i.e. mathematical support) to your working media budget recommendation as possible,” he writes.
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