For radio ads, the preceding data are reliable up to a maximum of 15 ads.
For planning purposes, HJ recommended reducing the exposure rating to 55 and the estimate of the potential new customers reached to 1500 for any television ads beyond 10. After 10 ads, the benefit is expected to decline. For television, HJ stated that the exposure rating of 90 and the 4000 new customers reached per ad were reliable for the first 10 television ads. As expected, advertisement has the highest exposure effectiveness rating along with the greatest poten- tial for reaching new customers the more expensive television At this point, the HJ consultants pointed out that the data concerning exposure and reach were only applicable to the first few ads in each medium. It is a function of such things as image, message recall, visual and audio appeal, and so on. Advertising Media Television Radio Newspaper Exposure Rating per Ad 90 25 10 New Customers per Ad 4000 2000 1000 Cost per Ad $10,000 S 3,000 S 1,000 The exposure rating is viewed as a measure of the value of the ad to both existing customers and potential new customers. The budget has been set at $279,000 In a meeting with Flamingo's management team, HJ consultants provided the follow ing information about the industry exposure effectiveness rating per ad, their estimate of the number of potential new customers reached per ad, and the cost for each ad. The management team requested HJ's recom- mendation concerning how the advertising budget should be distributed across television, radio, and newspaper advertisements. To help plan an advertising campaign for the coming season, Flamingo's management team hired the advertising firm of Haskell & Johnson (HJ).
It does not store any personal data.Case Problem 1 PLANNING AN ADVERTISING CAMPAIGN The Flamingo Grill is an upscale restaurant located in St. The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. The cookie is used to store the user consent for the cookies in the category "Performance". This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other. The cookies is used to store the user consent for the cookies in the category "Necessary". The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional". The cookie is used to store the user consent for the cookies in the category "Analytics".
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