COM309
Assignment 12 Research Application
Instructions: To receive full credits of the following questions (except Q2), your responses should provide calculation processes.
1) The number of households or people tuned to a specific channel is 2,500. The total number of television households is 20,000. What is the audience rating in this example?
2) Provide a short description of three dimensions of copy testing research.
3) As a PR manager of the Company K, you are trying to promote your new phone and decide which newspaper might be a better deal between newspaper A and newspaper B. Newspaper A asked for $250,000 as the total promotion cost, and its circulation is 2,000,000. Newspaper B asked for $750,000 as the total promotion cost, and its circulation is 3,000,000. Considering CPM (the chapter the better), which one is the better option for the new phone campaign?
4) As a manager of the Company X, you are trying to decide which media channel you will use to promote a new product. You have two options: a) A major newspaper with expected reach 12% and average frequency 4, and b) A TV commercial right before a popular TV show that has expected reach of 25% and average frequency of 2. Considering the reach-frequency relationship (Gross Rating Points) while other factors (e.g. budget, media preference of target audience) are pretty much the same, which one is a more effective media channel to promote the new product?
5) A single 30-second commercial on ABC is $100,000 and it can reach 100,000,000 individuals. What is the CPM for this commercial? What does the CPM mean?
