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By Virgil L., III Burton

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According to the Economist, potential customers query a search engine with keywords, scan the search results and the sponsored links from advertisers, and then click on the link. Keyword search costs are low; they can be as much twenty-five times more valuable as the exposure to a print or television ad. The term reach is used when discussing the scope of an advertisement. The ad’s reach is the number of households that can confidently be assumed will be affected by the client’s message. This is usually expressed as a percentage of total households.

Gordon, Kim T. ’’ Entrepreneur. December 2000. Larry, D. Kelly, and Donald W. Jugenheimer. Advertising Media Planning. E. Sharpe, 2003. Peppers, Don. Life’s a Pitch and Then You Buy. New York: Doubleday, 1995. Poteet, G. Howard, ed. S. Small Business Administration. Lexington, Va: Liberty Hall Press, 1991. ENCYCLOPEDIA OF SMALL BUSINESS Scott, David Meerman. : Wiley, 2007. ’’ Milwaukee Business Journal. 11 February 2000. ’’ Economist 6 July 2006. com/businessfinance/displaystory. story id=7138905 Hillstrom, Northern Lights updated by Schultz, Anaxos ADVERTISING BUDGET Advertising is part of a company’s sales and marketing effort.

The departments within a full-service agency typically include the following areas. Research. The research department provides clients with some details about the prospective audience of the final advertising campaign as well as information about the market for the product being advertised. Specific market research provided by this team leads to a very focused ad campaign directed to the target audience. Creative Services. In an agency, experts in many creative fields provide quality, professional services.

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