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Chris: Welcome to BrandingBlog SoundBites. Dave Young is with us again from BrandingBlog.com. Dave is also a Wizard of Ads partner. Last time, Dave, we talked about the Ad Budget Calculator, which is a free tool that folks can use online to calculate an ad budget. Now you wanted to take it kind of to the next step, I suppose, and talk about the “myth of reach.”
Dave: The “myth of reach, it just sounds mythical, doesn’t it?
Chris: To start with, yes. What is the myth?
Dave: Well, the myth is that most advertisers, (it’s a big mistake advertisers make), they buy more reach than they can afford.
Chris: Okay. Stop right there and explain to me what you mean by “reach”? What are we talking about? Continue reading