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Spring Time, a maker of air fresheners, bought advertising space on a billboard near a busy sidewalk
Spring Time, a maker of air fresheners, bought advertising space on a billboard near a busy sidewalk. On the first day the ad was up, 9,600 people, some in cars and some on foot, passed the billboard. On average, they passed it 1.9 times. Over the month the billboard will be devoted to Spring Time, it is expected to deliver a total of 397,000 impressions at a cost of $9,300. During the same month, Spring Time is also investing in 30 daily TV spots on home improvement cable shows at a total cost of $16,000 and is expected to deliver 288,000 impressions. For the billboard only, what are the total impressions for the first day?
Expert Solution
In order to determine the number of times the ad was seen, we need to use BOTH the number of people who passed by the ad and the amount of times each of these people passed by the ad.
- Total Impressions = Number of people (in cars and by foot) that passed the billboard * Average number of times they passed the billboard on the first day
- 9,600 people * 1.9 times
- Total Impressions = 18,240
There were thus 18,240 total impressions on the first day.
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