A firm places 8 advertising insertions in a market with a population of 7 consumers. The resulting impressions are shown below, where a '1' represents an opportunity-to-see, and '0' signifies that the individual does not have an opportunity to see a particular insertion. (5+5+5 = 15 marks)

Insertion	A	B	C	D	E	F	G
1	0	0	1	1	1	0	1
2	0	0	1	1	1	0	1
3	0	0	1	1	0	0	1
4	1	0	0	1	1	0	1
5	1	0	0	1	1	0	0
6	1	1	0	1	1	0	0
7	0	1	0	1	1	0	0
8	0	1	0	1	1	0	0

1. Suppose that only individuals D, E, F and G belong to the target population. Find the target audience's Reach, Reach %, Impressions, average frequency, and TARPs.
2. Calculate the effective reach for the whole population for the above advertising campaign if the effective frequency is 6.
3. If the first 4 ad insertions are placed through radio at an overall cost of $220 and the next 4 insertions through TV at a cost of $260, compare the cost effectiveness of the two media by calculating cost per impression.