Quiz 1 Version A (Glamour)

Basic Media Planning Concepts: Quiz 1, Version A (Glamour magazine)
ADV 4300, Fall Semester 1999, Kent Lancaster

Name: SSN:

1. According to Simmons, the typical issue of Glamour magazine is read by 10.72 million adult women out of a total adult female population of 100.04 million. What is the rating of Glamour against adult women?

10.72% = (10.72 million ÷ 100.04 million) × 100%

2. Use your answer to Question 1 above in a complete sentence.

10.72 percent of adult women read the typical issue of Glamour.

3. Starch reports that 50.1 percent of adult female readers of Glamour notice the typical full-page, four-color advertisement in that magazine. Therefore, to determine the message rating of Glamour for a full-page, four-color advertisement, you would do which of the following calculations?

a. ____Question 1 Answer ÷ 0.501

b. _×__Question 1 Answer × 0.501

c. ____Question 1 Answer ÷ 50.1

d. ____Question 1 Answer × 50.1

4. Please do the calculation for Question 3 and write the answer in the space provided.

10.72% × 0.501 = 5.37%

5. Which of the following would be the most accurate use of your answer to Question 4 in a complete sentence?

a. ____percent of adult women who notice the typical full-page, four-color advertisement in Glamour also read the magazine itself.

b. ____percent of adult women read the typical issue of Glamour.

c. _×__percent of adult women read the typical issue of Glamour and also notice the typical full-page, four-color advertisement that it contains.

d. ____percent of Glamour readers notice the typical full-page, four-color advertisement that the magazine contains.

e. ____Give me half credit for not guessing and admitting I don't know.

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