Scenario $12-4$

You scan the ads for Dallas on

craigslist.com and find what may be your dream job. The posting reads, "Entry$-$level position in media." You click on it$,$ and the ad says, "Motivated individual sought to aid in media planning and buying at established advertising agency. Must have general knowledge of media and be aware of current and future challenges facing media buyers. Salary negotiable." You email your resume and cover letter to the contact person in the ad$,$ and the reply sets you up for an interview next week.

$($Scenario $12-4)$ The interviewer says that it's nice to interview people straight out of school because they seem to have knowledge of the current advertising world. She asks you whether the CPRP is a good indicator of advertising effectiveness for a campaign, since clients often press them for some indicator of ROI. What should you reply?

"Not alone, because such indicators need to be compared to stated objectives."

$"$No$,$ because CPRP says nothing about the quality of the advertising itself."

"Yes, if you reference SOV numbers to highlight your performance vs$.$ competition."

"Yes, and I know how much good numbers can reassure clients."