To compare the relative cost-effectiveness of different media and of spots run on different vehicles in the same medium,media planners use ________.

Question

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CPM measures the cost of reaching 1,000 people with a particular advertising message. It allows for media planners to compare the relative cost-effectiveness of different media and spots run on different vehicles within the same medium. Reach and impressions are also important metrics in media planning, but CPM is the best choice for comparing cost-effectiveness. GRPs and attitudinal measures are less relevant for comparing cost-effectiveness.

To Compare the Relative Cost-Effectiveness of Different Media and of Spots