Market Information Showing 5 Markets

The Following Is Market Information Showing 5 Markets Under

Question 1 The following is market information showing 5 markets under consideration. The total row is based on all 5 markets. Note: Do not round up while you are calculating. In this scenario, what is the Estimated Value % for Market A? Report EV% at the first decimal point.

Question 2 One issue of a magazine reached 30% of a target group, which could build to 50% with 2 issues and 65% with 3 issues. If an ad is inserted in 3 issues of this magazine, what is the average frequency? Report your answer at the first decimal point.

Question 3 As a media planner, you placed an ad for Gatorade during Good Morning America and 60 Minutes. The network claims that each program is viewed by 700,000 adults. It is also known that 300,000 of these viewers see both programs. What is the gross impressions in this scenario?

Question options: a) 300,000 b) 700,000 c) 1,000,000 d) 1,100,000 e) 1,400,000

Question 4 One issue of a magazine reached 30% of a target group, which could build to 50% with 2 issues and 65% with 3 issues. What is 3 issue cume?

Question 5 Which of the following statements about “gross” is NOT true?

Question options: a) The term gross indicates counting duplications and multiple exposures of the audience b) GRPs can only be added when the population is the same c) 50 GRPs for Female 18-24 in network TV and 60 GRPs for Female 18-24 in cable TV amount to 110 GRPs for the schedule d) 200 GRPs for Female 18-24 in network TV and 50 GRPs for Male 35-44 in cable TV amount to 250 GRPs for the schedule e) Gross Rating Points (GRPs) are calculated ratings including multiple exposures

You are to buy five insertions in TIME and 3 insertions in Vogue. The table below shows costs and the number of readers of the magazines. Answer the following questions based on the table below. Note: Do not round up while you are calculating.

Question 6 What is the gross impressions for Vogue?

Question 7 What is the total CPM for inserting ads in TIME and Vogue? Report your answer at the second decimal point (in terms of $ and cents). Note: Do not round up while you are calculating.

Question 8 Which magazine is more cost efficient?

The illustration below shows 14 households with televisions. Houses that are currently tuned-in watching television are indicated with a channel number (i.e., Ch2, Ch3, Ch4). Question 9 What is HUT? Calculate HUT.

Answer: Question 10 What is the share of audience for channel 2? Report your answers in whole numbers.

You are to buy five :30 ad spots on both CSI and Survivor. The table below shows rating points and cost for :30 ad spots for CSI and Survivor. Answer the following questions based on the table below. Note: Do not round up while you are calculating.

Question 11 What is the GRPs for CSI?

Question 12 What is the schedule totals’ CPP for placing ads in CSI and Survivor? Report your answers in whole numbers. Note: Do not round up while you are calculating.

Question 13 Which program is more cost efficient?

Your media plan includes this magazine schedule targeted to men ages 18-34 as shown below (A-H; total 8 men). Answer the following questions.

Question 14 How many total gross rating points (GRPs) are generated by the whole magazine schedule? Report your answers in whole numbers. Note: Do not round up while you are calculating.

Question 15 Calculate the reach for your magazine schedule. Report your answers in whole numbers.

Question 16 Calculate average frequency for your magazine schedule. Report your answer at the first decimal point. Note: Do not round up while you are calculating.

Paper For Above instruction

The following analysis aims to solve various marketing and media planning problems based on given data and hypothetical scenarios. Each problem involves calculations or conceptual understanding related to market share, media impressions, reach, frequency, cost efficiency, and audience measurement metrics.

Question 1: Estimated Value % for Market A

To determine the Estimated Value Percentage (EV%) for Market A, we rely on the market share data provided for five markets and the total. EV% typically reflects the market's contribution relative to the total across all markets. Assuming the total value is the sum of all five markets, the EV% for Market A is calculated by dividing Market A's value by the total and multiplying by 100. The calculation does not involve rounding until the final step, where the result must be reported to one decimal place. For example, if Market A's value is 125 and the total is 500, then EV% = (125/500)*100 = 25.0%.

Question 2: Average Frequency of Magazine Issue Reach

The problem describes a cumulative reach pattern across three issues: 30%, 50%, and 65%. The average frequency is calculated as the total number of exposures divided by the number of unique viewers reached after all issues. To find this, we first find the cumulative reach after 3 issues and understand the incremental increases per issue. Assuming the initial reach is 30%, and subsequent issues build reach to 50% and then 65%, the total exposures are summed over all exposures, then divided by the unique audience. The average frequency = total exposures / unique reach. Specifically, the sum of reach increments (e.g., from 30% to 50%, then to 65%) reflects the frequency, which should be reported to one decimal point.

Question 3: Gross Impressions for Gatorade Ads

The gross impressions are computed by summing the total viewers for both programs minus the viewers who watched both (to avoid double-counting). Each program has 700,000 viewers, and 300,000 viewers watch both. So, total impressions = 700,000 + 700,000 - 300,000 = 1,100,000. Therefore, the correct answer is Option d) 1,100,000.

Question 4: 3-Issue Cume

The cumulative reach over three issues is given as 65%. The 3-issue cume reflects the total unique viewers reached after three issues. Since reach builds cumulatively without surpassing 100%, the cume for the three issues is 65%. Assuming the question seeks a percentage, the answer is simply 65%.

Question 5: Statements about "gross"

The false statement in regards to “gross” data is Option b): "GRPs can only be added when the population is the same." This is not true because GRPs can be summed across different populations only if the demographic groups are identical, otherwise aggregating GRPs across different audiences can produce misleading results.

Questions 6 & 7: Gross Impressions and CPM

To calculate gross impressions for Vogue, multiply the number of insertions by the readership per insertion, then sum across all insertions. The total CPM (Cost Per Thousand impressions) is calculated as (total cost / total impressions) * 1000, with results reported to two decimal places.

Question 8: Cost Efficiency Comparison

Cost efficiency is determined by dividing the total cost by the total impressions or reach for each magazine. The magazine with the lowest cost per impression or per rating point is more cost-efficient.

Questions 9 & 10: HUT and Share Calculation

HUT (Households Using Television) measures the percentage of households with a TV turned on. It is calculated as (households tuned-in / total households) * 100. The share of audience for Channel 2 is the percentage of viewed households watching Channel 2 relative to all tuned-in households. Both metrics require counts derived from the provided house data.

Questions 11-13: GRPs and Cost-Effectiveness of TV Programs

GRPs for CSI are obtained by multiplying the rating points by the number of spots. The CPP (Cost Per Point) is found by dividing total cost by total rating points. The more cost-effective program is the one with the lower CPP.

Questions 14-16: Magazine Schedule GRPs, Reach, and Frequency

The total GRPs for the whole schedule are summed across all magazine issues. Reach is calculated by summing the unique audience members reached by any issue, while average frequency is total impressions divided by total reach, reported to one decimal point.

Conclusion

This collection of questions illustrates fundamental principles of media planning and audience measurement. Accurate calculations of impressions, reach, frequency, GRPs, and cost efficiency are essential to optimizing media buys. Understanding the interplay between these metrics enables media planners to allocate budgets effectively and maximize campaign performance.

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