QUESTION 5 4 points Save Answer USE THE FOLLOWING INFORMATION FOR QUESTIONS 5 an

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QUESTION 5 4 points Save Answer USE THE FOLLOWING INFORMATION FOR QUESTIONS 5 and 6. Read the details and the questions very carefully. Take your time. Assume there are exactly 100 million households with televisions in the United States. GAP placed one 30-second advertisement during The Colbert Show on February 3rd and another on February 12 The cost to place EACH one of these ads was S80,000. 4 million households watched Colbert on Feb. 3, and 12 million households watched Colbert on Feb. 12. on Feb. 3, 16 ion households had their TV's turned on. On Feb. 12 32 mi ion households had their TVs turned on Assume that GAP's target consumer group is middle-class men and women ages 18 to 34. 20% of those watching Colbert on TV fit within this target audience. Q5: What was the CPM for the ENTIRE CAMPAIGN (the 2 ads combined) for the GAP ads? Enter the answer to the nearest cent but do not use a dollar sign. (5 pts) QUESTION 6 4 points Save Answer Q6: What was the TCPM (Target CPM) for the ENTIRE CAMPAIGN (the 2 ads combined) for the GAP ads? Enter the answer to the nearest cent but do not use a dollar sign. (See Q6 for details, 5 pts) Click Sawe and Submit to save and submit. Click Save A72 Answers to save all ansumers. Save All Answers Save and submit Type here to search 9 , w) /4

Explanation / Answer

Q5. CPM = Total cost to place both the ads / Total number of households who had their TV turned on = ($80000 + $80000)/ (4 million + 12 million) = 160000/16000000= 1%

Q6. Target CPM = Total cost to place both the ads / Number of households in the target consumer group who watched Colbert on TV= ($80000 + $80000)/ (20% * (4 million + 12 million)) = 160000/(0.2*16000000)= 5%

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