Scenario 12-6
Taylor, Fern, 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 that 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 delivers the largest audiences at the lowest cost? This is determined by calculating 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

Scenario 12-6
Taylor, Fern, 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 that 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 delivers the largest audiences at the lowest cost? This is determined by calculating the ratio of the cost of the media buy to the total audience and then multiplying it by 1,000.This is known as:

Quizplus · Accepted Answer

The excerpt describes the calculation of the cost per thousand (CPM), which is a commonly used metric in media planning to compare the efficiency of different media options. Option A, share of voice per thousand, is similar but measures the share of the total ad impressions in a given market instead of the cost. Option B, net promoter score, and option C, net volume, are not relevant to the topic of media efficiency and competitive assessment.

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