Advertising

How do you measure a realistic local return?

You compare what the ad cost with the tables that mentioned the poster or the piece, not with a shop return. A figure that ignores whoever walked in because they saw the door is not realistic. Tables noted, times one of your tables, against the fortnight's spend. In Madrid a catalogue return is demanded and the venue sells the week's menu. After fifteen days you know whether those tables cover the ad, with no invented figure.

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