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The Comparative Buyer's Advantage

Archive for December 2011

Reach and Frequency, Bridging the Gap

MLS measurement formulas strive to achieve a balance of statistics and advertising methodology. Statistics are useful for describing advertising objectively. However, some basic comprehension of the process is necessary in accurately analyzing data (and greater knowledge validates a firm’s competitive advantage). Cost effectiveness and relevancy also are major concerns. To alleviate some of the investment…

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