Survey-Based Targeting Fine-Tunes Television Media Planning: A Case for Accuracy and Cost Efficiency
Oklahoma City University
Saint Louis University
Wayne State UniversityINTRODUCTION
With media budgets often running into the hundreds of millions of dollars, even a small increase in the efficiency with which media reach a marketer’s target audience can involve enormous savings. Efficiency, in this case, simply translates to the cost of effectively reaching those targeted consumers who are most likely to respond to a marketer’s message. Following advertising convention, this may be expressed as a cost-per-effective-target-market rating point (CPETRP).