13-21. Creative Homework/Short Project As we discussed in this chapter, many consumers are highly critical of advertising. To better understand this, conduct a short survey of (1) your college classmates and (2) a different group of consumers, such as your parents and their friends. In the survey, ask the respondents about the criticisms of advertising discussed in this chapter—that Media Vehicle Rating Cost per Ad or Insertion Number of Insertions CPM GRPs for This Number of Insertions Dancing with the Stars 20 $300,000 4 (one per weekly episode)

Big Bang Theory 30 $400,000 4 (one per weekly episode)

CBS Evening News 15 $100,000 20 (one per weeknight news program)

Time magazine 5 $35,000 4 (one per weekly publication)

Better Homes and Gardens magazine 10 $40,000 1 (one per monthly publication)

USA Today 7 $15,000 12 (three ads per week)

Choices: What Do You Think?