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 percent of Althoff and Roll’s potential market read the newspaper. It is further estimated that 85 percent of those who read the Gazette remember the Althoff and Roll advertisement.

a. What percent of the investment firm’s potential market sees and remembers the advertisement?

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

Step 1 of 3:

Here 60 percent of Althoff and Roll’s potential market read the newspaper.

And 85 percent of those who read the Gazette remember the Althoff and Roll advertisement.

We have to find that what percent of the investment firm’s potential market sees and remembers the advertisement.We have to find what percent of the investment firm’s potential market sees, but does not remember the advertisement.Step 2 of 3:

Let us define the events:

A: { the potential market read the newspaper}

B: { the people remember the Althoff and Roll advertisement}

From the given informations:

P(A)= 0.60

P(B/A) = 0.85

(a)

By the definition of conditional probability,

P(B/A) = .

So the percent of the investment firm’s potential market sees and remembers the advertisement.

P(BA)= P(A)P(B/A)

= 0.600.85

= 0.51

Therefore, the percent of the investment firm’s potential market sees and remembers the advertisement is 0.51.