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) "The calculation known as ____ compares the relative efficiency between media options by examining the ratio of an ad's placement costs on a program to the program's ratings."

Question

Quizplus · Accepted Answer

Cost per rating point (CPRP) is the calculation that compares the relative efficiency between media options by examining the ratio of an ad's placement costs on a program to the program's ratings. CPRP is a widely used metric that helps advertisers and media planners assess the cost-effectiveness of different media options. It is calculated by dividing the cost of an ad by the rating points of the program on which it is placed.

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