how do you scale advertising revenue

[tbeer22]

I'm calling on all advertisement and marketing experts to help inform me on how you judge the amount of money that can be generated by eyeballs... I mean I know that you can get maybe 1 to 2 cents per cpm in online revenue, but if you have real life exposure of your brand with promotional items, how do you judge or guesstimate the possible advertisement in an offline world (footraffic)?

[akula]

places like http://www.oaaa.org/, http://www.oaa.org.uk/ and http://www.outdoormedia.asn.au/ publish rate cards. alternatively, the ad agency employs call lists and random samples to set advertising rates

that said, when we were buying rights from a university so we could drop our leaflets/show bags on campus - the price that we paid wasn't determined by CPM's ('caus that would be impossible to measure). it was determined by the salary of the marketing manager we're talking with, and the price they charged the last advertiser

us: we wanna promote your brand on your campus
them: we have standard sponsorship packages - 10k each
us: ok, we don't need some of the stuff in the package, and the package is missing some of the stuff we do need. we'll pay 15k, however we don't want you to do "x", but we do want you to do "y"
them: ok, please send us the contract