Suppose that a firm called Applecore is determining how best to spend its advertising budget; among other selections, Applecore has decided to advertise on a series of websites, but has to decide to either pay an upfront cost each month or pay each time the website shows the add to a potential customer. Further suppose that Applecore surveyed existing customers to see how many frequented each website. The results of the survey are shown in the screenshot below, where a 1 in cell C9 would means that the customer in row 9 frequents the website in column C (if the screenshot doesn't display properly, you can download the source spreadsheet from this link). Finally, suppose that Applecore believes that this sample is representative of the overall customer base, and that the sample represents about 1/1000th of the overall customer base. Which of the following formulas both correctly calculates the cost that Applecore expects to pay to Website 1 if they must pay the Cost/Impression for each of their Expected Customers AND can be copied to the other Websites? F D E G K B H 1 $5.0 S0.48 2 $8.0 $0.72 3 $3.5 SO.33 4 $5.5 0.47 Website 5 $7.0 $0.70 6 $4.5 $0.41 7 $6.0 $0.51 8 $5.0 $0.45 9 $3.0 $0.26 10 $2.2 $0.22 1 Applecore 2 3 4 Cost/Wk (5000) 5 Cost/Impression 6 7 8 Customer 9 1 10 2 11 3 60 52 61 53 62 Sampled Customers 63 Expected Customers Total Cost, 3 0 0 4 0 Website 5 0 0 6 0 1 1 0 1 1 0 0 OOOO OOOOO MOOOO OOOOO 8 0 0 0 0 1 OOOOO 9 0 0 0 0 1 10 1 0 0 0 1 0 0 0 0 1 0 0 0 1 0 0 Total Cost, 64 Impressions Exp. Savings if 65 Paying Up Front $B$4 $B$63 B5*363 SUMPRODUCT(B5:K5,B63:K63) B4*B63 SUMPRODUCT($B$5:$K$5.$B$63:$K$63) $B$5"$B$63