Which factor should be weighed alongside acquisition cost when choosing channels?
- A Payback period, since cash flow matters as well as efficiency
- B The channel's popularity
- C The number of available ad formats
- D Ease of reporting
Answer
Payback period, since cash flow matters as well as efficiency
A cheaper channel that takes a year to recover its cost can be worse for the business than a more expensive one that pays back in a month.





