Competitive parity percentage of sales and available

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107. Competitive parity, percentage-of-sales, and available budget are types of ________________________ IMC budgeting. A. reach and frequency B. track and decode C. objective-and-task D. rule-of-thumb E. sender-receiver 108. Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for __________ data. 109. When Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4 and the competitive parity was 10. The gross rating points for her firm's campaign were:
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110. Ramon is starting his own plumbing supply store featuring designer and restoration hardware. As in any start-up, he will have to watch expenses carefully. He knows he will have to pursue a number of different communications approaches, but he is not sure how to measure the effectiveness of the effort. What advice would you give him? 111. To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and: A. the number of destinations. B. the number of impressions. C. the cost per click. D. how much time consumers spend viewing the ad or pag E. the total number of clicks recorded by the industry. 112. Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to know:
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113. If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market, what IMC budgeting method is it using?
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