Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
CPM Marketing Dashboard
According to the Marketing Dashboard above, the CPM for USA Today would be approximately
Multiple Choice
-
$120.
-
$165.
-
$53.
-
$132.
-
$229.
![**CPM Marketing Dashboard**
The table provides a comparison of different media alternatives for advertising, including their costs and audience sizes. The goal is to calculate the Cost per Thousand Impressions (CPM) for each option.
| Media Alternative | Cost of Ad | Audience Size | Cost per Thousand Impressions |
|------------------------|------------|---------------|-------------------------------|
| *Time* (magazine) | $265,100 | 2,000,000 | ? |
| *USA Today* (newspaper)| $199,000 | 866,791 | ? |
| Super Bowl (television)| $5,250,000 | 98,200,000 | ? |
**Explanation:**
- **Media Alternative:** Various platforms where ads can be run, including a magazine, a newspaper, and a television broadcast.
- **Cost of Ad:** The expense involved in placing an advertisement on each platform.
- **Audience Size:** The estimated number of people who will view the ad.
- **Cost per Thousand Impressions (CPM):** This metric is yet to be calculated for each media type. It shows how much it costs to reach a thousand people.
**Calculation Note:**
To find the CPM, use the formula:
\[
CPM = \left(\frac{\text{Cost of Ad}}{\text{Audience Size}}\right) \times 1000
\]
The text following the table indicates that the calculated CPM for *USA Today* will provide specific insight into its cost-effectiveness.](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F0bb33ea4-4a86-4c21-8a7b-6a25d017a320%2F20355bd2-aecd-46a5-a016-60b23ce305e6%2Fmjyotjm_processed.png&w=3840&q=75)
Transcribed Image Text:**CPM Marketing Dashboard**
The table provides a comparison of different media alternatives for advertising, including their costs and audience sizes. The goal is to calculate the Cost per Thousand Impressions (CPM) for each option.
| Media Alternative | Cost of Ad | Audience Size | Cost per Thousand Impressions |
|------------------------|------------|---------------|-------------------------------|
| *Time* (magazine) | $265,100 | 2,000,000 | ? |
| *USA Today* (newspaper)| $199,000 | 866,791 | ? |
| Super Bowl (television)| $5,250,000 | 98,200,000 | ? |
**Explanation:**
- **Media Alternative:** Various platforms where ads can be run, including a magazine, a newspaper, and a television broadcast.
- **Cost of Ad:** The expense involved in placing an advertisement on each platform.
- **Audience Size:** The estimated number of people who will view the ad.
- **Cost per Thousand Impressions (CPM):** This metric is yet to be calculated for each media type. It shows how much it costs to reach a thousand people.
**Calculation Note:**
To find the CPM, use the formula:
\[
CPM = \left(\frac{\text{Cost of Ad}}{\text{Audience Size}}\right) \times 1000
\]
The text following the table indicates that the calculated CPM for *USA Today* will provide specific insight into its cost-effectiveness.
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