Why is it dangerous to evaluate media solely based on CPM?
A) Most media don't have accurate information on how many people they reach.
B) Media differ vastly in their abilities to communicate information.
C) It doesn't take into account the circulation of the media.
D) Costs can vary among different advertisers, based on the number of buys.

Question

Quizplus · Accepted Answer

Evaluating media solely based on Cost Per Thousand (CPM) overlooks the qualitative aspects of media, such as how effectively they can communicate information to the target audience. Different media have varying levels of engagement and effectiveness in conveying messages, which CPM does not account for.

Why Is It Dangerous to Evaluate Media Solely Based on CPM