Which of the following is an advantage of using cost per contact to determine the media mix for a product?
a.
It enables an advertiser to compare the relative expenses of specific media vehicles.
b.
It allows advertisers to increase an ad's effectiveness by reaching potential customers.
c.
It requires advertisers to pay only for the customers who view their ad.
d.
It allows marketers to minimize the cost of advertising by reaching a large number of people.
Answer: a.
It enables an advertiser to compare the relative expenses of specific media vehicles.