Cost per thousand and the media selection.docVIP

 PAGE \* MERGEFORMAT 5 Cost per thousand and the media selection First, the definition of cost per thousand By a media or advertisements are served on the table listing 1,000 costs. Referred to as CPM (cost per one thousand impressions) or (cost per thousand). Advertisers to mass media, by comparing the cost of media choices. Formula is as follows: Thousand price = (cost of advertising / arrivals) * 1000. In which arrivals according to statistics on the nature of the audience to be amended. Second, cost per thousand defects As media planners, we have tried to calculate media tools to reach a specific target to communicate with each bit cost. However, this cost per thousand guidelines, have been increasingly under attack. Its main disadvantages are: (1) Different media, the ‘unique’. In the same advertising agency more willing to discuss this issue within the media (such as 30-second cable television ad is equal to the ordinary 30-second TV ads), but are reluctant to make cross-media comparison (such as 30-second ad is equal to one-line header cable ads). Also covering 1000 population, a 30-second TV ad with an evening newspaper published in the print ads, or a poster posted in the lobby store ad performance achieved is very different. In addition, different media measurement units difficult to control, we can use a 30 seconds TV ad’s ‘cost per thousand’, can also be a 15 seconds (or even five seconds) the average number of television advertising compared with other media. Similarly, fullprint ads can also be used, half, full-bar, color or black and white to measure, these factors give a comparison between different media create difficulties. (2) The coverage figures are not reliable. Now, China is still the most comprehensive study of television viewing, calculate the specific target groups were covered by population figures. Newspaper Print Ads only ACNielsen provides an analysis of major cities. As for the other media coverage of the figures are