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Question
Scenario 12-3Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with an adult population of 850,000. The entire adult population of the city is considered Champion Chocolate's target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout the year but uses heavier scheduling in the two weeks preceding Valentine's Day, Easter Sunday, Mother's Day, Thanksgiving Day, and Christmas Day. They decide to use local television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10. Twelve ads will run in the local newspaper. The paper has a reach of 40.
Champion Chocolate is assessing the effective frequency for its line of chocolates. This refers to the number of times:
a. consumers purchase the company's products.
b. consumers act as brand ambassadors and discuss about the brand or its products with prospective customers.
c. the city media vehicle must carry the ad message to break through the advertising clutter.
d. the target audience must be exposed to the ad message before the objectives of the advertiser are met.
Answer
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