The market that is being selected by the advertiser refers to the group that is most likely to create good advertising results for the advertiser. The market that is defined by radio, TV, or print media refers to that portion of the population that their medium can deliver for the advertiser. Good advertising requires that the advertiser's desired market is matched to the delivery market that is offered by media. Tearsheets - A tearsheet is an entire page from the print publication that has carried the advertisement, not just a clip of the ad. Tearsheets facilitate exact analysis of how the ad was produced in the publication, exactly how prominently it was placed on the page in relation to other ads and news, and whether or not competing ads were run on the same page.
Cost effectiveness is basically relative to what the advertiser expects for the money.
To determine cost per thousand use the same math process you would to determine cost effectiveness. Audited - Radio, television, and print mediums are often audited by independent agencies to validate the size and type of audience that the media delivers for advertisers. Demographics - A term used in advertising that refers to numbers and locations reflected in the audience, i.e., age, income level, place of residence, value of housing, number of children in family, etc. Advertising Rates - The cost of advertising varies widely, both by market and by media. However, always be cautious of rates that are extremely low, because that generally indicates the audience delivered by the media is either low, or hard to identify.