5. During the launch of a new model of Microsoft Surface tablet, manager Todd Trickton was considering past response patterns for setting t e past response patterns for settine the ad budget. These patterns indicated that on average: very 5 ad exposures, one consumer became aware of the product. ii) One in four aware" consumers became fully persuaded about the product wil However, only 10% of those persuaded actually bought the Surface ivl Assume that on average the total US market was 100 million tablets per year. Trickton wanted to achieve 5 of the US market At per exposure, what ad budget should he estimate using information in past response patterns (the obiective-and-task approach? Stage Transition Value 6. Consider the costs and ratings of the media schedules in Table 2. below. Which one is better way Show your working. Table 2 Schedule Ads in Schedule Schedule 1: 1 ad in Super Bowl Schedule 2: Roadblocks on two days in same week as super bowl 1 Super Bowl ad 2 roadblocks with 40% overlap Rating Reach GRP Avg GRP Duplicated Exclusive Reach Avg Freq Freq Audience Audience Demographic Group 40 60 People 2 and over 1 super bowl ad = $5 million Roadblocks on 2 days = $6 million for both Total costs for 30 second ads Cost/Avg Freq Cost/GRP Cost/Reach 5. During the launch of a new model of Microsoft Surface tablet, manager Todd Trickton was considering past response patterns for setting t e past response patterns for settine the ad budget. These patterns indicated that on average: very 5 ad exposures, one consumer became aware of the product. ii) One in four aware" consumers became fully persuaded about the product wil However, only 10% of those persuaded actually bought the Surface ivl Assume that on average the total US market was 100 million tablets per year. Trickton wanted to achieve 5 of the US market At per exposure, what ad budget should he estimate using information in past response patterns (the obiective-and-task approach? Stage Transition Value 6. Consider the costs and ratings of the media schedules in Table 2. below. Which one is better way Show your working. Table 2 Schedule Ads in Schedule Schedule 1: 1 ad in Super Bowl Schedule 2: Roadblocks on two days in same week as super bowl 1 Super Bowl ad 2 roadblocks with 40% overlap Rating Reach GRP Avg GRP Duplicated Exclusive Reach Avg Freq Freq Audience Audience Demographic Group 40 60 People 2 and over 1 super bowl ad = $5 million Roadblocks on 2 days = $6 million for both Total costs for 30 second ads Cost/Avg Freq Cost/GRP Cost/Reach