Suppose the Cost of a Full-Page Color Ad in the U.S

question 214

Multiple Choice

Suppose the cost of a full-page color ad in the U.S. national edition of The Wall Street Journal (newspaper) is $327,897 and its U.S. audience size is 1,566,027. The cost of a full-page color ad in the U.S. national edition of Sports Illustrated (magazine) is $396,600 and has an audience size of 3,000,000. The cost of a 30-second ad on the most recent Super Bowl telecast is $3,800,000 and has an audience size of 108,400,000. Using this information, which metric should be used to determine the most efficient medium would?

• A) reach
• B) frequency
• C) CPM
• D) rating
• E) GRP

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Definitions:

Cross-Price Elasticity

A measure of the responsiveness in the quantity demanded of one good due to a price change in another good.

Break-Even Point

The point at which total costs and total revenue are equal, meaning that there is no net loss or gain, and one has "broken even."

Fixed Costs

Fixed costs that are unaffected by production or sales volume, like rent, employee salaries, and insurance fees.

Contribution Per Unit

The amount of money each unit sold contributes towards covering fixed costs and generating profit.