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Exercise 7G: Cost Efficiency and Audience Conversion None tFol means frequency of insertion. Simply the number of ads fun. 1. From the toble above, compute the total cost for each medium and tor the whole plan. Place your answers in the Total Costs column (F) 2. Determine the total HH impression delivery for each medium and for the total plan. Pibce you answers in the Total HH impressions column (G) 3. Compute the CPM/HH for this plan. $ 4 Compute the Adult universe assuming a HH universe of 105,400,000 and a conversion factor of 2.1 adults per househoid. 5. Compute the Adult impressions for this plan. 6. Compute the Adult rating point delvery for this plan: 7. Compute the cost per rating point (CPP) for this plan. 3 The following questions are not related to the previous information or questions: 8. Three days before the Super Bowl, Chevy snags a fire sale" deal for two unsold spots for $2 million each. The Super Bowl is expected to deliver 40 rating points for Persons 18+. How many rating points will this fire sale deal deliver? 9. Compute the expected CPP for Persons 18+ for the Chevy Super Bowl buy. 5 10. The CPP for the Academy Awards is $75,000. When comparing the Super Bowi and the Academy Awards CP., what is the first question an astute media person would ask? 11. Now that you have gained clarity on comparing the Super Bowl and Academy Awards CPP5. what else could explain the difference

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