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March 22, 2007



Really liked this chapter and found the examples at the back helpful. Maybe you could add numerical examples at the end of each text example to help illustrate - as in example #1, something like:
pres release x 10 outlets = 500,000 circulation
cost = $5,000
CPM = $5,000/ 500,000 or $10
Sometimes the numbers are easier to follow. One other point that seems to escape executives, although you hint at this, is when measuring PR vs. advertising, the PR is filtered through another source (except in the case of blogs, social media, etc), so has comparatively more credibility than straight advertising, in which the vendor puts in whatever data they choose.

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