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Healthcare Glossary

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Cost-effectiveness (in media/advertising)

A measure of media effectiveness based on a comparison of potential or actual audience and the cost for placement, usually expressed as cost-per-thousand persons viewing. The process of Advertising Media Selection is the determining method of choosing the most cost-effective media for advertising, to attain the desired coverage and number of exposures in a target audience.

See also:
Cost–benefit analysis
Media evaluation
Media planning

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