Althoff and Roll, an investment firm in Augusta, Georgia, advertises extensively

Question

Althoff and Roll, an investment firm in Augusta, Georgia, advertises extensively in the Augusta Morning Gazette, the newspaper serving the region. The Gazette marketing staff estimates that 60% of Althoff and Roll’s potential market read the newspaper. It is further estimated that 85% of those who read the Gazette remember the Althoff and Roll advertisement.

What percent of the investment firm’s potential market sees, but does not remember, the advertisement?

What percent of the investment firm’s potential market sees, but does not remember, the advertisement?

Explanation / Answer

Percentage of market read the newspaper = 0.60

Percent of the investment firm’s potential market sees, but does not remember, the advertisement = 0.60 x 0.15 = 0.009

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