A media planner needs to evaluate the relative intensity of three different media plans for an orange juice advertiser. The planner decides to multiply the reach of each promotion plan with the frequency, in order to compare:
A)SOVs.
B)IBPs.
C)CPMs.
D)GRPs.

Question

Quizplus · Accepted Answer

GRPs (Gross Rating Points) is a standard measuring tool used to evaluate the advertising impact of different media plans. It takes into account both the reach (the percentage of the target audience that will see/hear the ad at least once) and the frequency (how often the audience will see/hear the ad). By multiplying the reach and frequency of each plan, media planners can compare the total GRPs of each and determine which plan will have the most impact.

A Media Planner Needs to Evaluate the Relative Intensity of Three