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Business, 23.05.2020 19:04 sama3638

When Christina 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 frequency was 4, the reach was 40, and the competitive parity was 5 for The Times magazine. Her firm’s advertisements were also featured 4 times in the Economist magazine, which reaches 50 percent of the business-savvy target segment and the competitive parity was 5. The total gross rating points (GRP) for her firm's magazine-based ad campaign were .

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