You have done some research on your target audience and are convinced that the best outlet for promotional investment in your product is either a commercial during NCIS or an ad in the print version of the Wall Street Journal (WSJ). For the purposes of this exercise, assume that NCIS reaches 10 million members of the target audience in the U.S., while WSJ reaches 5 million members. CBS is quoting you $400,000 per 30-second spot on NCIS; WSJ charges $225,000 for a full-page, four-color ad.

a. Calculate the CPM for each option.

b. Which media buy is the better financial deal?

c. What other factors besides CPM might impact your decision?