The per-word rate normally depends on the language combination, the degree of technical difficulty, formatting requirements, and deadlines. Advertising and other special translations are often charged on a per-job basis. When buying translations from a reputable source, you do pay for the resources and experience of the translation provider, accumulated over many years, and for the time during which this expertise is used in your project. So beware of cheap translations that may betray the novice attempting to get his or her first translation job, but don't automatically assume that a high price equals high quality. Upon completion of the project, the entire text must be carefully proofread and edited for consistency of terminology, style, and format, placement of graphics and captions, not to mention completeness and accuracy.
Similar considerations apply to multilingual projects.
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