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Question: Let's suppose that you are the manager of a small business in your community. You decide to advertise in your local newspaper Monday through Friday of one week. Let's further suppose that the folks at the newspaper advertising office estimate that readership on Monday is approximately 10,000 and on Tuesday is approximately 10,000, while on Wednesday through Friday the readership is approximately 8,000 each day. In your discussions with the newspaper media person, she mentions that on a typical week, it is expected that approximately half of the exposures will be duplicated (i.e., that half the readers during the week will have been exposed to at least two issues). She also notes that, because of the greater readership in the early part of the week, the cost to advertisers is typically 1.2 times more than it is in the latter part of the week.
What is your best estimate of the gross impressions of this media buy? (Note: recognize that some of the information that the media person gave you may be totally irrelevant.)
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