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The Advertising-to-Sales Ratio is a measurement of the effectiveness of an advertising campaign. It is calculated by dividing the advertising cost by the sales generated.

ROAS is a marketing metric that measures the gross revenue generated for every dollar spent on advertising. It is calculated by dividing the revenue attributed to advertising by the cost of advertising.

This method sets the advertising budget based on a fixed percentage of past or projected sales. It is calculated by multiplying the sales figure by the chosen percentage.

This method sets the budget based on identified advertising objectives and the estimated costs of the tasks necessary to achieve them. Calculation involves defining objectives, determining necessary tasks, and summing the costs.

This method involves setting the advertising budget to match competitors' spending. It requires comprehensive research on competitor advertising expenditures. \text{No fixed calculation, depends on competitive analysis.}

This method sets the advertising budget based on what the company can afford to spend after all other business expenses have been covered. \text{No standardized calculation, based on available funds.}

Reach is the total number of different people or households exposed at least once to an advertising medium during a given period. \text{No direct calculation formula, obtained through market research.}

Frequency is the average number of times an individual or household is exposed to an advertising message within a given time frame.

CPM is the cost an advertiser pays for one thousand views or impressions of an advertisement.

CPC is the amount an advertiser pays each time a user clicks on their advertisement.

CPA refers to the cost an advertiser pays for a specified action, like a sale or form submission, from a user who clicked on an ad.

CPS is the cost an advertiser pays for each sale directly generated by an advertisement.

GRPs are a measure of the size of an advertising campaign by a specific medium or schedule. It is calculated as the product of reach (percentage of total market) and frequency.

TRPs are similar to GRPs but are specifically focused on a particular target audience. It measures the percentage of the targeted audience reached and how often.

SOV represents the percentage of total advertising activity that a brand owns within its market.

The Media Mix refers to the combination of communication channels used to execute an advertising campaign, which can include TV, radio, print, online, and more. \text{No direct calculation, but an analysis of distribution of budget across chosen media channels.}

Flighting is an advertising schedule strategy that alternates between periods of heavy advertising and no advertising. \text{No calculation, involves strategic planning of ad periods.}

Pulsing is an advertising timing strategy that combines continuous advertising with periodic spikes in intensity to increase reach and frequency during key selling periods. \text{No calculation, requires a blend of continuous and flighting scheduling.}

A continuous schedule strategy spreads advertising evenly across the entire campaign period. \text{No calculation, implies a steady and consistent advertising approach.}

Impressions refer to the number of times an advertisement is displayed, regardless of whether it was clicked or not. \text{No direct calculation, tracked by ad delivery platforms and media channels.}

CTR is the percentage of people who click on an ad after seeing it. It is calculated by dividing the total number of clicks by the total number of impressions and multiplying by 100.

The Conversion Rate is the percentage of users who take a specific desired action after interacting with an ad. It is calculated by dividing the number of conversions by the number of total ad interactions that can be tracked to a conversion.

Effective Frequency is the optimal number of times a person should be exposed to an advertising message before responding to it. \text{No standard calculation, varies based on advertising goals and consumer response.}

Market Share is the percentage of total sales in an industry generated by a particular company. It is calculated by dividing the company's total sales by the total sales of the industry.

Brand Equity refers to the value of a brand, based on consumer perception, recognition, and loyalty. \text{No fixed calculation, assessed through market research, brand valuation methods, and financial analysis.}

AED measures the responsiveness of the quantity demanded of a product to a change in advertising expenditure. It is calculated by dividing the percentage change in quantity demanded by the percentage change in advertising spending.

The Marginal Cost of Advertising is the change in the total cost that arises when the quantity produced changes by one unit. It is calculated by dividing the change in advertising cost by the change in quantity of ads.

Fixed costs remain constant regardless of advertising activity, while variable costs change with the level of advertising production. \text{No direct calculation, but important for budget planning and allocation.}

The Payback Period is the length of time necessary to recover the cost of an advertising investment. It is calculated by dividing the initial investment by the annual cash flow.

Break-Even Analysis determines the point at which cost or expenses and revenue are equal. The break-even point for an ad campaign is where the costs of advertising equal the revenue generated from the advertising.