The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located.Their objective is to create awareness for the bookstore among the town's consumers.Which of the following measures should be used to compare the number of different people or households exposed to the advertisement?

Question

Quizplus · Accepted Answer

Reach measures the total number of people or households exposed to an advertisement at least once during a given period of time. It aligns with the objective of creating awareness for the bookstore among the town's consumers. Rating measures the percentage of households or individuals watching a particular TV or radio program or reading a specific magazine or newspaper, which is not necessarily relevant in this case. GRPs (Gross Rating Points) is a measure of media weight and describes the total amount of advertising exposure delivered by a media plan. CPM (Cost per Thousand) measures the cost of reaching 1,000 people or households with the ad, which is not relevant in this case either. Frequency measures the average number of times each person or household reached by the ad is exposed to it, which is also not the best choice for this objective.

The Owners of a Small Bookstore Want to Run an Ad