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CPM and Cost-Per-Point are not the same
By Erwin Ephron

The recent industry proposal that spot media change from a cost-per-point to a cost-per-thousand currency measure ignores important differences

The recent industry proposal that spot media change from a cost-per-point to a cost-per-thousand currency measure ignores important differences -- and has competitive implications that go beyond the numbers.

TV and Radio have two standard ways of presenting audience -- as gross impressions, a whole number and as gross rating points, a percent of a market

Erwin Ephron is an authority on advertising and the father of "recency planning." His fresh ideas about how ads work today have changed the way campaigns are planned throughout the world. Erwin

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