1) (50 points) A firm finds that 40% of the target market is exposed to a marketing communication, 50% of that group is aware of the offering, 80% understand the message. Within that group, 60% intends to purchase, and 50% of that group actually does purchase. The customer response index is 4.8%. What is the difference in the value of the customer response index if 70% of the group intends to purchase and 60% of that group actually does purchase