Data points: the cost of communicating a message.[CHART OMITTED] The traditional measure of advertising costs is "cost per impression" (or cost per thousand impressions, abbreviated as CPM (1) (Critical Path Method) A project management planning and control technique implemented on computers. The critical path is the series of activities and tasks in the project that have no built-in slack time. ). But media analyst Katherine Katherine “intolerably curst and shrewd and froward.” [Br. Lit.: The Taming of the Shrew] See : Shrewishness Paine of the Delahaye The Delahaye automobile manufacturing company was started by Emile Delahaye in 1894, in Tours, France. His first cars were belt-driven, with single or twin cylinder engines. In 1900, Delahaye left the company. Group points out that it's often more valid to compare the amount of time a prospect spends with the company's message. Mass media like television and print advertising provide fairly superficial superficial /su·per·fi·cial/ (-fish´al) pertaining to or situated near the surface. su·per·fi·cial adj. 1. Of, affecting, or being on or near the surface. 2. message exposure at low cost, she says, but the in-depth involvement of a speech or a Web site can be a better deal. "If you're trying to educate people, if you're trying to get your message across or sell things, you should look at the cost per minute spent with the prospect," she argues. Katherine Paine, president, The Delahaye Group, 117 Bow St., Portsmouth, N.H. 03801; 603/431-0111. E-mail: kpaine@delahaye.com. |
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