Scenario 12-6
Taylor, Frenz, and Hynes have recently published a short booklet entitled Media Choices: Efficiency and Competitive Assessment.This is a tool that advertising agencies and media planners can offer to clients so they can understand how to better determine their media mix.Included below are several short excerpts from the booklet.Please complete the missing part of each excerpt, based on your study of the chapter.
-(Scenario 12-6) "Which media deliver the largest audiences at the lowest cost? This is determined by examining the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000.This is known as

Question

Quizplus · Accepted Answer

The excerpt is referring to the calculation of cost per thousand (CPM), which is calculated by dividing the cost of the media buy by the total audience reached and then multiplying by 1,000. This metric allows for effective comparison of different media options based on the cost-efficiency of reaching a thousand individuals.

Scenario 12-6 Taylor, Frenz, and Hynes Have Recently Published a Short Booklet