please answer 1,2,3

You are interested in tracking the effectiveness of an advertising campaign that has been launched for your brand. The estimated size of your target segment is 100,000 customers. Your media plan is estimated to reach 80% of these customers. Initial copy testing had revealed that the ads were quite effective at gaining attention - the percentage of consumers who noticed the ad and paid attention to it in controlled tests was 80%. Copy tests, however, also revealed some scope for confusion - the percentage of consumers who understood and comprehended te key argument in the advertisement was 20%. Among thise who did understand the ad, acceptance of the message was uniformly high and stood at 80%. Recall of the key argument after 1 week remained high - post launch quantitative surveys revealed that after 1 week, the key argument was remembered by 100% of those consumers who accepted the ad message. 1. What is the effectiveness of the campaign overall, expressed as a probability of remembering the key argument in the ad? 2. If sales are a function of the ad campaign effectiveness such that every one of the consumers who remembers the key argument purchases your brand twice in the coming month, what would your sales forecast for the next month be? 3. Based on the above data, if you had to change one thing about your capmpaign, would you change the advertisement or the media plan? Why