Suppose the Following Information: the Cost of a Full-Page Color

question 32

Multiple Choice

Suppose the following information: 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 USA Today (newspaper) is $207,720 and its U.S. audience size is 1,711,696. The cost of a full-page color ad in the U.S. national edition of Bloomberg Businessweek (magazine) is $148,300 with an audience size of 900,000. 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 of the five media alternatives has the lowest CPM?

• A)The Wall Street Journal
• B)USA Today
• C)Bloomberg Businessweek
• D)Sports Illustrated
• E)Super Bowl

---

Definitions:

Rank-order Questions

These are survey or quiz questions where respondents are asked to order choices according to their preference or significance.

Wording

The choice or style of words used in text or speech, often analyzed for clarity, bias, or effectiveness in communication.

Survey

A research tool consisting of a series of questions or statements used to collect data from respondents, often used to gather information about attitudes, opinions, behaviors, or characteristics.

Leading Questions

Questions framed in a way that suggests a particular answer or influences the respondent towards a desired response.