Question
XiaKe Digital, a Chinese manufacturer of electronics, is launching a new advertising campaign spanning both print and TV advertising for their new Music Pod. The
XiaKe Digital, a Chinese manufacturer of electronics, is launching a new advertising campaign spanning both print and TV advertising for their new Music Pod. The local market has a population of24million adults. The company purchased a one-page newspaper ad in the Daily News generating2.4million impressions and costing$86,300. They also purchased a 30-second TV spot for$241,000with an adult rating of13.9points.
(1) What population (in millions) does a single TV spot reach?
(2) If Xiake Digital purchased two ads each for the newspaper and TV, what are total opportunities to see (OTS) in millions?
(3) What is the cost per thousand impressions of Xiake Digital's advertising?
(4) If XiaKe competitors purchased TV advertising which delivered 3,000,000 impressions in the same period, what was XiaKe's share of voice assuming XiaKe purchases two newspaper and two TV ads?
(5) If 20% of the TV viewers also read the Daily News, what is XiaKe's net reach in millions for a single insertion in each medium?
(6) What is the average frequency assuming the facts in question 5?
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College Accounting
Authors: Heintz and Parry
20th Edition
1285892070, 538489669, 9781111790301, 978-1285892078, 9780538489669, 1111790302, 978-0538745192
