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Cost per thousand

In this step you will learn how to calculate cost per thousand to estimate cost and return.
Many media and print rate cards use cost per thousand to make it easy for marketers to evaluate the cost and return. Using this formula will allow you to compare the different figures provided by the agencies.

Let’s say that an email campaign costs £6000, and you predict it will bring in 18000 responses then you need to divide £6000 per 18000 and then multiply it by 1000. The result will be £333 per thousand.

Or again, if a social media campaign costs £5000 and we predict it will bring in 10,000 responses the £5000 / 10,000 x 1000 = £500 per thousand.

This process reveals that the email campaign is better value per thousand than the social media campaign.

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Introduction to Marketing: Fundamentals of Marketing

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