| Assignment #7 |
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Measuring Media Effectiveness |
| Read the paragraph below then answer the questions. | ||||
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In Holy Cross County there are 90,000 HH's with televisions with an average of 2.5 people per HH. You run an ad on KION tv once a week for 4 consecutive weeks. Each week it gets a rating of 10. For weeks 2 & 3 one half the audience is duplicated each week (regular viewers each week) and the other half is new viewers that week. In week 4 one half the audience is seeing the ad a second time and the other half (the regular viewers) is seeing the ad for the 4th time. The cost of the campaign is $400. The four week media plan is: |
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| medium | rating wk1 | rating wk2 | rating wk3 | rating wk4 |
| KSBW tv | 10 | 10 | 10 | 10 |
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1. How many insertions are there in this media plan? ______________
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2. What is the reach for this media plan? ______________
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3. A rating of 10 is how many HH's? ______________
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4. If week 1 has a rating of 10 and there are 20,000 HUT's, what is the share for that ad insertion? ______________
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5. How many
gross impressions for this media plan? ______________
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6. What is the frequency for this media plan? ______________
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7. What are the GRP's for this media plan? ______________
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8. A rating of 10 is how many PVT? ______________
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9. What is the CPM for this media plan? ______________
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10. What is the CPP for this media plan? ______________
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