Which of the following is an advantage of using cost per contact to determine the media mix for a product?
a. It allows advertisers to increase an ad's effectiveness by reaching a limited number of people.
b. It enables an advertiser to compare the relative expenses of specific media vehicles.
c. It requires advertisers to pay only for the customers who view their ad.
d. It allows marketers to minimize the cost of advertising by reaching a larger number of people.
ANSWER: b
Cost per contact enables an advertiser to compare the relative costs of specific media vehicles (such as television versus radio or magazine versus newspaper), or more specifically, within a media category (such as People versus US Weekly). Thus, an advertiser debating whether to spend local advertising dollars for television spots or radio spots could consider the cost per contact of each.
You might also like to view...
Given one or more hypothetical assumptions, a responsible party may prepare, to the best of his knowledge and belief, an entity's expected financial position, results of operations, and changes in cash flows. Such prospective financial statements are known as:
A. financial projections. B. financial forecasts. C. pro forma financial statements. D. partial presentations.
When the firm's value proposition meets or exceeds customers' requirements, customer satisfaction results in customer retention and new customer acquisition, which drives sales growth.
Answer the following statement true (T) or false (F)
The keyword DEFAULT can be used in place of the := symbol to assign initial values to the variables within the declaration statement.
Answer the following statement true (T) or false (F)
Which organizational structure has many benefits such as flexibility, general ability to deal with an uncertain environment, and responsiveness to customers?
a. Functional b. Product/Divisional c. Matrix d. Hybrid