What is a thousand cost
1000-people-cost (CPM) refers to by a media or media advertising schedule of the form are delivered to the costs 1000 people.
Advertisers through comparative media 1000-people-cost choose medium. Computation formula is as follows:
1000-people-cost = (advertising expenses/arrivals) x 1000.
1000-people-cost defects
(1) different media "uniqueness".
Advertising company in the same media more willing to discuss the problem such as within 30 seconds of the cable TV advertising is equal to 30 seconds of ordinary TV advertising), rather than for cross-media comparison (e.g., 30 seconds equal to one of the cable advertising online title advertising). Is also covered thousand group, a 30 seconds with a TV advertising published in the evening newspaper AD, or is a picture posted in the mall lobby poster reached by the advertisement effect is vastly different. In addition, different media unit of measure is also difficult to control, we can use a thirty seconds of TV advertisements, "every thousand cost", also can use a fifteen seconds (even five seconds) television advertising average with other media comparison. Similarly, plane advertisement usable also full-page, half the version, full bar, colour or black and white to measure, these factors for various media the comparison between the cause certain difficulties.
(2) coverage digital not reliability.
Now, the domestic still with television viewing study is most comprehensive, can calculate specific target groups are covered the population figure. Newspapers graphic ads only ACNielsen provided main cities of analysis. As for other media coverage figures were mostly is calculated out approx (some more by the media provide), not to mention according to different target audience for calculation, for its accuracy due and certain reservations.
(3) revealed concept is not clear.
Every 1000-people-cost standards adopted revealed concept, just potential revealed, rather than the actual flow. When an advertisement, one may have revealed chance said occurred in all the audience, but in fact, only one part person noted, the advertisement, fewer people to understand the advertising message content, less talent leave the right impression. So, the most all the unit of measure is the number of the target audience, and not all the total number of audience. These target audience not only see ads, and is stimulated by the AD. However, the number of this unit impossible to figure out.
(4) 1000-people-cost ignored between different media impression and influence such as qualitative difference.
Even if two media have the same amount of target buyers, but in a media (e.g. neon lights) advertising on May be less than in b media (publicity poster) advertising on more convincing, more rare feeling, or in other respects have higher quality, it may be because a media design quality and production quality than b media.
(5) 1000-people-cost basically use only average method.
In fact, because consecutive period of time in the same media published in the same advertising, or the original audience basically the same people. This with new media advertising reveals to new audience, compared with the impact of clearly would have income diminishing problem.
1000-people-cost significance
1000-people-cost just an auxiliary reference tool, thousand cost is not the only standard advertisers measuring media of different media, just to undertake measuring forced formulated a relative index. It through simple quantitative method to describe the qualitative problem is very complex, as with a simple data model to describe the variety of the stock market as well. In reality the use of still has many shortcomings. Although it is advertisers decision making reference data, but it is not only one of the reference basis, the comprehensive decision-making process at best is an auxiliary reference only.
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