In the AMJ quarter, the impressions for these three retailers is as follows: Advertising Advertising Impressions Impressions JFM AMJ Home Depot 750 900 Lowes 500 600 Rona 300 500 Total Impressions 1550 2000 Index the numbers for the AMJ quarter to the JFM quarter for each of these retailers. (4 marks) Advertising Advertising Impressions Impressions JFM AMJ Home Depot 100 [a] Lowes 100 [b] Rona 100 [c] Category Index 100 [d] Express Impression index as: ### (no comma) e. Regarding impressions, what conclusion could you draw from the numbers regarding Home Depot, Lowes, and Rona? Provide one conclusion. (1 mark)The Gap is about to do their marketing planning for the next 12 months. They are re-looking at their magazine and radio advertising and deciding where they need to communicate their message. The Gap feels its target consumer is primarily 18-45. They are doing this by completing a GRP and CPM analysis. Based on the data provided please answer the following questions to help The Gap with their media planning. www.professordan ysmith.com Please calculate the GRPs for the following radio stations in the 6-9 am time slot using the data provided. CHUM FM 102.1 99.9 # of target group tuned in per week (reach 250 000 100 000 200 000 as a whole number) # of target group in area 1 500 000 1 500 000 1 500 000 Impressions or Total Exposures per week [a] 500 000 400 000 Reach % [b] [d] [g] Frequency 8 [e] [h] Weekly GRPS [c] [f] Which Radio Station would provide The Gap with the highest exposure based on your calculations? Impressions should be expressed as: # ### ### (no comma) Reach should be expressed as: #.#% or ##.#% (includes one number after the decimal) Frequency and GRPs should be expresses as: # or ## or ###Evaluate the magazines using the information provided below, and answer the following questions: Based on total adults who read each magazine, which magazine is the best in terms of efficiency (use CPM to calculate the most efficient magazines)? 2nd best? 3rd best? Weigh the readers per copy information at 50%. (5 Marks) Magazine Details Monlhly Circulation 115 000 150 000 215 000 Full page Ad C051 $18 000 $28 000 $30 000 Total Audience [3] [E] [e] [H CPM [b] [d] Most efficient magazine: [g] 2nd most efficient magazine: [h] Express Total Audience as: ### ##3## (no comma) Express CPM as: $##.## A company is trying to calculate the cost of conversion for its on-line advertising campaign. It is placing 4 ads in total. Fill in the following chart to see what their cost per conversion is for their campaign. CTR Total Ad Impressions % Clicks Cost/Click Cost Coversions Cost/Conversion 7000 3.00% [a] $0.23 [f] 8 [K] 30000 2.00% [b] $0.25 [9] 12 [Q] 3 25000 1.00% [c] $0.66 [h] 15 [m] 4 15000 5.00% [d] $0.30 7 [n] Total 77000 2.75% [e] $0.36 42 [o] Which ad # performed the best based upon the cost/conversion? [p] Express Clicks as: ### Express Total Cost and Cost/Conversion as: $###.##
