Which of the following is an advantage of using cost per contact to determine the media mix for a product?

a. It allows advertisers to increase an ad's effectiveness by reaching a limited number of people.
b. It enables an advertiser to compare the relative expenses of specific media vehicles.
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 larger number of people.

ANSWER: b

Cost per contact enables an advertiser to compare the relative costs of specific media vehicles (such as television versus radio or magazine versus newspaper), or more specifically, within a media category (such as People versus US Weekly). Thus, an advertiser debating whether to spend local advertising dollars for television spots or radio spots could consider the cost per contact of each.