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Cost Per Impression (CPI)
recipients of a 50 sheet note pad will have a minimum of 50 exposures to the ad message written on the pad-each time they write a note, that's one impression. And if the notes are passed on, the number of exposures can double or triple. The cost per impression for a $1.00 notepad would be $1 divided by 50 sheets or two cents per impression.
- people look at their watch an average of twice an hour. If you figure there are 16 waking hours in a normal day, they will se whatever is imprinted on the watch dial 32 times. For a $12.00 watch , the CPI for just one day is 37 cents. Spread that out across the typical 3 year warranty period and it works out to more than 35,000 impressions or a CPI of roughly three-hundredths of a cent.
the recipient of a calendar will be exposed to the ad message on it 2-3 times a day at home, or 5-6 times a day at the office. Using 4 exposures a day as an average and multiplying that times 365 days in a year, we get 1,460 impressions. Which makes the CPI for a $ 3.00 calendar just $ 0.2 cents.
- during a one hour game of poker, players would be exposed to the message printed on the cards more than 500 times. At a cost of $ 2.00 a deck of cards, the CPI works out to $ 0.4 cents.
- the ad message on a coffee mug will be seen as often as ten times a day and mugs tend to be kept for years. For a $ 5.00 mug, the CPI would be approximately $ 0.2 cents over a two year period. Plus the recipients hold the ad message in their hand and use it every day! Try getting that exposure with an advertisement on television.