A TV program has a rating of 17.6. With approximately 114.7 million television households in the United States as of 2012, what is that program’s CPM if a 30-second commercial costs $600,000? Now assume that an advertiser’s target audience consists only of people aged 25 to 54, which constitute 62 percent of the program’s total audience. What is the CPM-TM in this case?
Answer to relevant QuestionsWhich is more important for an advertiser: maximizing reach or maximizing frequency? Explain in detail. A television advertising schedule produced the following vehicle frequency distribution: f Percentage f Percentage f + 0 31.5 100.0 1 9.3 68.5 2 7.1 59.2 3 6.0 52.1 4 5.2 46.1 ...What are your thoughts about the value (or lack of value) of using measures of physiological responses, such as the galvanometer? What’s the distinction between pre- and posttesting forms of advertising research? Which in your opinion is more important? Be sure to justify your response. Explain why selling private brands often enables large retail chains to pocket trade deals instead of passing their reduced costs along to consumers in the form of lower product prices.
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