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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.
To calculate the reach of their product, the company's media planners begin calculating gross impressions. To do so, they would calculate:
a. the sum of exposures to the entire media placement in the media plan.
b. add the figures of between-vehicle duplication and within-vehicle duplication.
c. the gross number of media vehicles used in a schedule.
d. the total number of times an individual in a target audience is exposed to a message.
Answer
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