. Assume that you must estimate the reach and frequency of competitor X, who spends $8,500,000 a year. All that you know about X is that:

• the company allocates 50% of budget in prime-time TV,

• 25% in daytime TV,

• and 25% in late fringe TV.

• All dollars are spent on network TV.

• You also estimate that the best sales month for the product category is August, in which 15% of the total budget is probably spent.

You task is to estimate the reach and frequency for each medium AND the net reach and frequency of these three media used together for competitor X in August. You target market (and the competitors) are women aged 18-49.