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# Aacsb analytic blooms apply difficulty 2 medium

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AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 16-05 Identify marketing metrics used to measure integrated marketing communications (IMC). Topic: Planning For and Measuring IMC Success 109. (p. 351) 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: A. 16 0 B. 1600 C. 400 D. 40 E. The answer cannot be determined from this information Gross rating points (GRP) are computed by multiplying reach by frequency. Thus, in this case, GRP = 40 x 4 = 160. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 16-05 Identify marketing metrics used to measure integrated marketing communications (IMC). Topic: Planning For and Measuring IMC Success 110. (p. 351) 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?

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All of these are important considerations. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 16-05 Identify marketing metrics used to measure integrated marketing communications (IMC). Topic: Planning For and Measuring IMC Success 111. (p. 352) 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: The click-through rate is computed by dividing the number of clicks by the number of impressions. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-05 Identify marketing metrics used to measure integrated marketing communications (IMC). Topic: Planning For and Measuring IMC Success 112. (p. 352) Jim was asked to determine the ROI for a particular advertising effort. To do so, he needs to
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