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    Math, marketing & the medical practice

     

    History of The Barrows Popularity Factor

    The Barrows Popularity Factor has been around since 1985, stemming from a client of Barrows who conducted telephone tarot card readings.

    A test television ad was run locally for about 1 week. “The campaign cost only about $1,500, but the client made a profit of $1,200,” Barrows says.

    The client then asked Barrows what her return would be if she increased her advertising budget 10-fold, to $15,000.

    “That is easy to determine,” Barrows says he told his client. “I went through the math with her, indicating how much audience we bought for the earlier $1,500 and how many calls she received in return. I also provided the client with the projections based on the net revenue per call and the new projections, if we bought similar advertising at similar costs per thousand.”

    In this particular case, the advertising budget increased from $1,500 the first month to $100,000 during the sixth month.

    The math and how to use it are explained in a booklet called "The Barrows Popularity Factor" available at www.barrows.com.

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