Old Navy is planning a new print campaign. Which of the following media vehicles represents the most attractive CPM?
A) The cost of a single-page ad in Canadian Living Magazine (circulation - 425,000) is $53,000.
B) The cost of a single-page ad in Metro Toronto newspaper (circulation - 205,000) is $22,500.
C) The cost of a single-page ad in The Toronto Star (circulation - 309,000) is $58,000.
D) The cost of a single-page ad in Today's Parent Magazine (circulation - 116,000) is $22,000.

Question

Quizplus · Accepted Answer

To determine the most attractive CPM, we need to divide the cost of the ad by the circulation and multiply it by 1,000.

For option A, CPM = ($53,000 / 425,000) x 1,000 = $124.70
For option B, CPM = ($22,500 / 205,000) x 1,000 = $109.76
For option C, CPM = ($58,000 / 309,000) x 1,000 = $187.74
For option D, CPM = ($22,000 / 116,000) x 1,000 = $189.66

The option with the most attractive CPM is B, Metro Toronto newspaper with a CPM of $109.76. It provides the most impressions per dollar spent compared to the other options.

Old Navy Is Planning a New Print Campaign