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The Marketing Manager should review existing advertising, using MT1000-1 ADVERTISING REVIEW WORKSHEET (SAMPLE) as a guide to developing a set of benchmarks (without internal benchmarks, the Marketing Manager should look for industry benchmarks). Advertising benchmarks on the Advertising Review Worksheet Template should include, at a minimum:
The Marketing Manager should calculate the cost per lead and cost per sale; these are critical advertising benchmarks. Keep in mind the goal is to gain and focus the target market’s attention to generate measurable response and advance sales of the company’s products/services.