When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.
A) cost per thousand persons reached
B) cost of premium offers
C) cost of the magazine it is using
D) profit margin
E) continuity cost

Question

Quizplus · Accepted Answer

The cost per thousand persons reached (CPM) is a key factor in determining the efficiency of a particular media vehicle. The media planner needs to calculate the CPM of each medium being considered to determine which will deliver the desired level of audience reach at the lowest cost per impression.

When Selecting a Media Vehicle, the Media Planner Looks Both