Posted November 21, 2013
ADVERTISING PLANNING FOR THE
HOLIDAYS...HOW MUCH SHOULD YOU SPEND ON ADVERTISING AND WHERE AND WHEN SHOULD
YOU SPEND IT?
Some businesses have already mapped out their advertising planning for the
holiday season, but they may not have made all their media buys yet... and a lot
of other businesses are busy trying to plan the best way to spend their
advertising for the holiday season.
Some of the basic budget questions are...
How much should you spend on advertising before Thanksgiving? How much should
you spend on advertising before Christmas? How much should you spend on
advertising immediately after Christmas? How much should you spend on January
Clearance Sales and how should you spend all this advertising?
The answers may be different for each and every business, but now there is some
easy-to-use advertising math that can help businesses of all kinds make a lot of
those kinds of advertising decisions with a lot less risk.
The math is called "The Barrows Popularity Factor." It was developed by Robert
Barrows, President of R.M. Barrows, Inc. Advertising & Public Relations in San
"The Barrows Popularity Factor is a very simple equation that actually lets you
quantify the relationship between advertising and sales" says Barrows, and
businesses of all kinds can use the math to help them make a lot more money."
The reason the math works is very simple:
The Barrows Popularity Factor reduces the relationship between advertising and
sales to its lowest possible common denominator...namely: "How much did you
sell? (divided by) How much did you advertise?" (But don't do the math in
dollars, do it in units per gross impressions.)
In mathematical terms, the formula looks like this:
The Barrows Popularity Factor=How much did you sell (in units) divided by/ How
much did you advertise? (in gross impressions)
The answer you get is a rate of return on gross impressions. (Gross impressions
is the number of ads multiplied by the audience per ad.)
"Once you quantify your rate of return on gross impressions, then you can start
using some additional math to help you determine the best way to spend your
advertising budget," according to Barrows.
"The math will give you more of the information you need to make key marketing
decisions with far less risk," he says, and businesses of all kinds can use the
math to help them increase their sales, increase their profit and decrease their
"So, whether you are trying to plan your Holiday Season advertising, or whether
you are trying to plan your advertising budget for the whole new year, the best
place to start is to start analyzing the effectiveness of your past and current
advertising with the math in 'The Barrows Popularity Factor,' says Barrows. It
will give you objective answers as to which advertising copy and which
advertising media are producing the most effective results."
The math and how to use it are explained in a booklet called "The Barrows
Popularity Factor" which you can download for $4.95 at www.barrows.com.
"With the math in 'The Barrows Popularity Factor,' businesses can start taking a
lot of the guesswork out of their advertising and they can use the math to help
them make a lot more money," says Barrows.
Some of the questions that every business looks at regarding advertising are as
1) How much should you spend on advertising?
2) How should you spend it?
3) What should you say?
4) What is the best media mix for your company and your advertising budget?
5) Which ads and which media are producing the best results?
6) Which media should you increase and by how much?
7) Which media can you decrease and by how much?
8) How is your competition spending their advertising budget?
9) How is your competition affecting the sales of your product and services?
...and a lot of other questions along these same lines.
"The answers to these questions are very complex and there is no way to quantify
all of the intangibles that affect the sales of a product...intangibles like the
demand for a product, the availability of product, the consumer's propensity to
spend, whether you had a good sales force or a great sales force during the
period of time of a specific promotion, your competition, and even the weather
can't be quantified with cold, hard numbers, and all of these factors are
intertwined," says Barrows.
"Plus, everything about the product and everything that you do to promote a
product, and everything in the marketplace that affects the sales of a product
will be reflected in the 'Popularity' of your product...and that is the essence
of 'The Barrows Popularity Factor.'" It measures the "popularity of a product
and its promotion," and it lets you quantify the relationship between your
advertising and sales," says Barrows.
"In short, the easy-to-use math in 'The Barrows Popularity Factor' will allow
you to test and compare your advertising copy and media, better, faster and less
expensively. Plus, it will give you more of the information you need to make key
marketing decisions with far less risk," says Barrows. The math in The Barrows
Popularity Factor can help you fine-tune your entire marketing program to help
produce much higher sales and profit."
"So, before you try to decide the best way to allocate the rest of your
advertising budget, take about an hour to read a booklet called 'The Barrows
Popularity Factor,' says Barrows. The math is extremely easy to use and all of
the calculations can be done by one person, in moments, with just a simple
"Plus, the math in 'The Barrows Popularity Factor' is universal and
effective...and it's not just marketing man's mumbo-jumbo, it's cold hard math
that can help businesses make a lot more money. The Barrows Popularity Factor
math is essential business information for every business in every industry, he
says, and anyone who spends any money on any advertising anywhere, should read
this booklet immediately."
"So, any business that is currently trying to figure out the best way to spend
their advertising during the Holiday Season, and all throughout the year, should
take a look at this math immediately," says Barrows. You can read the whole
booklet in about an hour and you can download the booklet for only $4.95 at
www.barrows.com. It will be the best $4.95 you will ever spend on advertising,
says Barrows, and it can help your company make a lot more money starting right
For more information about planning your advertising for the Holiday Season, and
for additional information about measuring the effectiveness of your advertising
with "The Barrows Popularity Factor," contact Robert Barrows at R.M. Barrows,
Inc. Advertising & Public Relations in San Mateo, California at