Online. The cost of the online campaign was $100,000. The company used the following online channels for advertising: its website, online newspapers/magazines, websites of local channels (e.g Global Edmonton), Google, Facebook, twitter, sports and/or cultural websites, among others. The total number of individuals that the online campaign may have reached was estimated to be 900,000. On average each individual was exposed to online advertisement 50 times a year. The total number of clicks on SG advertisement was approximately 12 million. SG received approximately 200,000 online orders. Based on surveys SG administered in its stores, 24 percent of the defined population who visited a store have seen a SG advertisement online. Some of the online advertisements that SG used were enriched videos. The estimated total number of impressions for this type of online media was about 5,000,000. Of those impressions, only 380,000 were interactions with the individuals (e.g. because of clicks, mouse rollovers, etc).

4. Compute the reach media interaction rate and the clickthrough rate of the online advertising campaign of SG in 2010. Interpret the results.