According to ____, a media buyer for a manufacturer of paintball guns would be better satisfied with the ad's performance if he or she purchased an ad in Paintball Sports magazine rather than Sports Illustrated, even though the cost per thousand of Paintball sports is much higher than Sports Illustrated.
A. the theory of absolute cost
B. the concept of effective reach
C. target cost per thousand (TCPM)
D. the gross rating points (GRPs) measurement
E. the theory of duplicated reach
Answer: C.