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12 August, 03:50

Janice developed a media plan for a client that recommended 10 commercials in a television program that delivered 4 million target impressions per episode and three full-page ads in a magazine that delivers 3 million target impressions per issue. Assuming that only one ad appeared in a given episode of a program or an issue of the magazine, calculate the gross impressions for this plan.

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  1. 12 August, 04:46
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    49 million impressions

    Explanation:

    In media gross impressions are defined as the total number of people that represented in a media schedule. When a media campaign is launched unique impressions are counted to make up gross impression.

    For example on digital marketing a visit from a customer is counted as one impression by cookies. Once a new user logs in a new impression is created.

    In this instance for the television program total number of impressions for one advert can be calculated as

    Impression = Average persons * Number of spots (commercials)

    Impression = 4 million persons * 10

    Impression = 40 million

    For the magazine it aims to target 3 million people with 3 full page adverts

    Impression = 3million * 3

    Impression = 9 million

    Therefore total impression of the campaign

    Gross impression = 40 million + 9 million

    Gross impression = 49 million
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