Scenario 12-3
Champion 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.The media classes selected are local television, magazine, and newspaper.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.
-(Scenario 12-3) To figure the accurate reach of this media plan over a year, a media planner begins with gross impressions, and needs to

Question

Quizplus · Accepted Answer

To calculate the accurate reach of this media plan, a media planner needs to subtract both between-vehicle and within-vehicle duplication from the gross impressions, as reach is the number of different people exposed to the message, thus eliminating duplication. Multiplying by the percent of household reached, adding gross rating points or dividing this figure by the number of people in the target market are not steps in the process of determining accurate reach.

Scenario 12-3 Champion Chocolate Sells Handmade Specialty Chocolate Candies in a Midwest