Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?
A) These are measures of cost-efficiency, not of effectiveness.
B) These measures lack comparability across media because the various media perform unique roles and are therefore priced differently.
C) Users must be sure to use standardized bases for calculating these statistics.
D) Vehicles within a particular medium must be compared on the same basis.
E) All of these are reasons to be cautious.

Question

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution? 
A) These are measures of cost-efficiency, not of effectiveness. 
B) These measures lack comparability across media because the various media perform unique roles and are therefore priced differently. 
C) Users must be sure to use standardized bases for calculating these statistics. 
D) Vehicles within a particular medium must be compared on the same basis. 
E) All of these are reasons to be cautious.

Quizplus · Accepted Answer

The Answer of Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution? 
A) These are measures of cost-efficiency, not of effectiveness. 
B) These measures lack comparability across media because the various media perform unique roles and are therefore priced differently. 
C) Users must be sure to use standardized bases for calculating these statistics. 
D) Vehicles within a particular medium must be compared on the same basis. 
E) All of these are reasons to be cautious.

Which of the Following Is NOT a Reason CPM and CPM-TM