When media planners are deciding which particular newspaper, radio or television station to place their adverts on, which of the following is the dominant criterion that their decision is based upon?

Question

Quizplus · Accepted Answer

Cost per thousand (CPM) calculations are the dominant criterion that media planners use to decide which particular newspaper, radio or television station to place their adverts on. This helps them compare the costs of reaching a specific target audience with different media options. CPM refers to the cost of reaching 1,000 individuals with an advertisement. Media planners aim to achieve the highest number of views for their adverts with the lowest possible CPM.

When Media Planners Are Deciding Which Particular Newspaper, Radio or Television