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Which factor should be weighed alongside acquisition cost when choosing channels?

  1. A Payback period, since cash flow matters as well as efficiency
  2. B The channel's popularity
  3. C The number of available ad formats
  4. 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.

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