Method for managing the risks of an advertising campaign by purchase of appropriate financial instruments to cover possible events that could cause the advertising to be less successful than envisaged

摘要

Method for managing the risks pertaining to the cost of advertising. Accordingly the cost of advertising is recorded and the number of contacts following the commencement of the campaign is recorded. The ratio of the two values gives the cost per contact. Appropriate financial instruments, e.g. options, swaps, can be bought prior to the start of the campaign to allow for volatile factors that would affect the number of contacts responding to advertising.