Positive changes in the indicators suggested will certainly add to the efficiency of advertising campaign in press. However, it is a mistake to improve one of them at the expense of others. For example, a company should not reduce CPC at the expense of reach or advertising budget at the expense of frequency if the product/service advertised implies, for instance, low involvement where repetition of advertising information is desirable. Measure Advertising performance with Press Advertising Scorecard for Excel

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