According to the marketing consultant, the most effective type of advertising for this type of problem would be short TV ads during the evening prime-time hours. Thus, this type of advertising was given a unit impact rating of 100. The other types of advertising were then given unit impact ratings that reflect their expected effectiveness relative to an evening TV ad. For instance, a half-page magazine ad is expected to provide half the effectiveness of an evening TV ad and is therefore given an impact rating of 50.