Stu's Mellow Meter Miser (MMM) has recently experienced a sales decline due to the entry of a lower-priced competitor, Kelly's Calorie Counter (KCC). Stu is convinced that an advertising campaign touting the superior design and 3-year warranty will help recover share. He placed advertisements in the New York Times and Wall Street Journal newspapers. NYT claims a single-issue audience of 270,000, while WSJ claims that one issue will reach 217,000. NYT's audience is 15% college professors and only 46% business people. WSJ shows Stu research that business people are 54% of their readership, 24% are farmers, and 4% are college professors. NYT charges $14,000 per quarter page ad, while WSJ charges $8,000.

If 20% of the college professors who read the WSJ also read the NYT, what is the net reach of college professors achieved by placing a single ad in both the WSJ and NYT?

e) If Kelly has placed 3 ads in the WSJ and Stu has placed 1 each in the NYT and WSJ, what is Stu's overall share of voice (in impressions) among all audiences? Ignore potential duplicated reach among college professors. f) if Kelly places 3 ads in the WSJ and Stu places 1 each in the NYT and WSJ, what is Stu's share of voice among business people? g) If Kelly places 4 ads in the WS) which provide a net reach of 75% of the delivered impressions, what is Kelly's average frequency