DECA Sports and Entertainment Marketing Practice Exam

What is the primary focus of cost-effectiveness evaluation in media?

1. Assessing the creative impact of advertising

2. Measuring the cost of each exposure against its reach

3. Determining the most appealing media format

4. Comparing media costs directly with competitors

The correct answer is: Measuring the cost of each exposure against its reach

The primary focus of cost-effectiveness evaluation in media is to measure the cost of each exposure against its reach. This approach allows marketers to understand how efficiently their advertising budget is being utilized. By analyzing the cost per exposure, they can determine how many viewers or listeners are reached for each dollar spent. This evaluation is crucial for making informed decisions about where to allocate marketing resources to maximize audience engagement and overall return on investment. Other options, while relevant to media evaluation, do not directly align with the core objective of cost-effectiveness. Assessing the creative impact of advertising focuses more on the quality and resonance of the ad content rather than the financial metrics tied to exposure. Determining the most appealing media format involves subjective judgments about what format might connect best with the audience, rather than an objective cost-benefit analysis. Comparing media costs directly with competitors may provide insight into market positioning but does not specifically measure the efficiency of those costs in relation to audience reach, which is fundamental to cost-effectiveness evaluation.