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DEC Formula:
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Daily Effective Circulation (DEC) for feet is a non-standard metric used in advertising to estimate the potential exposure of foot traffic to advertisements placed at ground level. It calculates the theoretical daily audience reach based on traffic volume and exposure factors.
The calculator uses the DEC formula:
Where:
Explanation: The equation estimates potential advertising exposure by combining foot traffic volume with a factor representing how likely people are to notice the advertisement.
Details: Calculating DEC helps advertisers estimate the potential reach and effectiveness of ground-level advertising placements, allowing for better campaign planning and ROI estimation.
Tips: Enter the daily traffic count (number of people passing by) and the feet exposure factor (typically between 0-1, representing the probability of noticing the ad). Both values must be positive numbers.
Q1: What is a typical Feet Exposure Factor value?
A: The factor typically ranges from 0.1 to 0.5, depending on ad placement, visibility, and audience engagement. It's often determined through observational studies.
Q2: How accurate is DEC for advertising planning?
A: DEC provides a rough estimate rather than precise measurement. Actual ad effectiveness depends on many additional factors like ad design, message, and target audience.
Q3: Can DEC be used for other types of advertising?
A: While designed for feet advertising, the concept can be adapted to other media by adjusting the exposure factor to match the specific medium's characteristics.
Q4: How should traffic count be measured?
A: Traffic count can be measured through manual counting, sensors, or estimated based on location data. Consistency in measurement method is important for comparisons.
Q5: Are there industry standards for exposure factors?
A: This is a non-standard metric, so exposure factors are often determined individually by advertisers based on their specific context and historical data.