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Unformatted text preview: Impressions= Total exposures of audience members to an advertisement GRPs x 1 percent of audience size Reach = Percent: audience members who see an advertisement at least once / total audience members Frequency = GRPs / Reach Effective reach = Percent : audience members exposed to an ad at least as many times as the effective frequency / total audience members Cost per Thousand (CPM)= Cost of Media Buy / Thousands of Impressions Generated Cost per Rating Point (CPP) = Cost of Media Buy / Rating Points Module Seven: Customer Lifetime Value Retention Rate r = Customers Retained / Customers at Risk Margin Multiple = r / (1 – r + i) where i is discount rate Customer acquisition cost (A) = Dollars spent to acquire customers / # of customers acquired Customer Lifetime Value (CLV) = [ (M – C) * Margin Multiple ] – A, where M is margin per customer per period C is marketing spending per customer per period...
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This note was uploaded on 12/08/2011 for the course MK 4010 taught by Professor Edrigdon during the Fall '11 term at Georgia State.
- Fall '11