Asked by
David Ronnel
on Dec 14, 2024
Verified
Suppose the cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which metric should be used to determine the most efficient medium would?
A) reach
B) frequency
C) CPM
D) rating
E) GRP
CPM
Cost Per Thousand Impressions, a marketing metric that denotes the expense of an advertising campaign per one thousand views or impressions.
Super Bowl
An annual championship game in American football that marks the end of the National Football League season, known for its high viewership and expensive advertising spots.
Sports Illustrated
A popular American sports magazine known for its extensive coverage of sports and athletes.
- Understand the basic principles underlying the choice of media for advertising purposes.
- Understand the metrics used to evaluate advertising impact, including reach, frequency, gross rating points, and cost per thousand impressions.
- Compute and elucidate the Cost Per Thousand (CPM) across different media alternatives.
Verified Answer
DN
Learning Objectives
- Understand the basic principles underlying the choice of media for advertising purposes.
- Understand the metrics used to evaluate advertising impact, including reach, frequency, gross rating points, and cost per thousand impressions.
- Compute and elucidate the Cost Per Thousand (CPM) across different media alternatives.