Assume that the TV advertising schedule in Question 4 cost $2 million and generated 240 million gross impressions. What are the CPM and CPP?
Answer to relevant QuestionsWith reference to the three-exposure hypothesis, explain the difference between three exposures to an advertising message versus three exposures to an advertising vehicle. What are your thoughts about the value (or lack of value) of using measures of physiological responses, such as the galvanometer? PACT principle 2 states that a good copytesting system should establish how results will be used in advance of each copy test. Explain the specific meaning and importance of this copytesting principle. Construct ...In your own words, explain the practices and problems of forward buying and diverting. Also, describe the advantages and disadvantages of bill-and-hold programs. Are promotions able to reverse a brand’s temporary sales decline and/or a permanent sales decline? Be specific.
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