13-22. You learned that media planners use a variety of metrics to help in making decisions on what TV show or which magazines to include in their media plans. Two of these are gross rating points (GRPs) and cost per thousand (CPM). Assume you are developing a media plan for a new brand of gourmet frozen meals. Your target market includes females ages 25 to 44. The table that follows lists six possible media buys you are considering for the media plan, along with some relevant information about each (note that the numbers are fictitious, created for example purposes only). The plan is based on a four-week period:

a. Calculate the GRPs for each media buy based on the information given.

b. Calculate the CPM for each media buy.

c. Based on the cost of each buy, the reach or rating of each buy, and any qualitative factors (e.g., decision criteria beyond the numbers) that you believe are important, select the top three media buys that you would recommend.

d. Explain why you would select these three 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?