Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
-(Scenario 12-2)Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs.In other words,an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost.Which of the following helps measure this?
A) Net volume
B) Price/cost transparency
C) Cost per thousand
D) Net promoter score

Question

Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged 50 and older. In addition, they are offered editions for 8 geographical regions and for the top 20 metropolitan areas. American Life also offers multiple-page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts. The basic rate to reach 2,847,600 readers in its national edition with a full-page, four-color advertisement is $91,300. The basic rate to reach the same number of 2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300. 
-(Scenario 12-2)Each medium under consideration in a media plan must be scrutinized for the efficiency with which it performs.In other words,an advertiser might select American Life because it delivers messages to the largest target audiences at the lowest cost.Which of the following helps measure this? 
A) Net volume 
B) Price/cost transparency 
C) Cost per thousand 
D) Net promoter score

Quizplus · Accepted Answer

Cost per thousand (CPM) is a standard metric used in advertising to measure the cost efficiency of reaching target audiences. It calculates the cost of reaching 1,000 target audience members with a specific medium. In this scenario, American Life magazine provides CPM rates for advertisers, which helps them evaluate the efficiency of the medium in delivering messages to their target audiences at the lowest cost. The other options, net volume, price/cost transparency, and net promoter score, do not directly measure the efficiency of delivering messages to target audiences.

Scenario 12-2 When Advertisers Consider Running Ads in American Life Magazine, They