Author Question: Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution? a. ... (Read 105 times)

ss2343 · **on:** Jun 29, 2018

Which of the following is NOT a reason CPM and CPM-TM statistics should be used with caution?
a. These are measures of cost-efficiency, not of effectiveness.
b. These measures lack comparability across media because the various media perform unique roles and are therefore priced differently.
c. Users must be sure to use standardized bases for calculating these statistics.
d. Vehicles within a particular medium must be compared on the same basis.
e. All of these are reasons to be cautious.

Question 2

The premise underlying geodemographic targeting is that people who _____ also share demographic and lifestyle similarities.
a. are in the same income category
b. reside in similar areas
c. are of the same age
d. are of the same gender
e. are of the same ethnic group