MINI-CASE
the Detroit Tigers' Baseball Season Is About to Kick

Essay

MINI-CASE
The Detroit Tigers' baseball season is about to kick off, and the owners want to advertise that fact in the Detroit metropolitan area. They will be using television, newspaper, and radio as part of their media mix. Consider one portion of their media plan to answer the questions that follow:
$$\begin{array} { | l | l | l | l | l | } \hline \text { Media Vehicle } & \begin{array} { l } \text { Audience } \\\text { Size }\end{array} & \begin{array} { l } \text { Number of } \\\text { messages }\end{array} & \text { Cost } & \text { Rating } \\\hline \text { TV: CSI } & 300,000 & 5 & \$ 9,000 / 30 - \mathrm { sec } & 17 \\\hline \text { Newspaper: Detroit News } & 630,000 & 5 & \$ 42,000 / \text { page } & 25 \\\hline \text { Radio: WJBR } & 200,000 & 25 & \$ 100 / 30 - \mathrm { sec } & 10 \\\hline\end{array}$$
-Refer to Mini-Case. Calculate the cost per point (CPP) for CSI, the Detroit News, and WJBR, respectively.