Which measures schedule intensity and is the product of reach and average frequency?
A) Gross impressions
B) Average frequency
C) Gross ratings points
D) Cost-per-thousand

Question

Quizplus · Accepted Answer

Gross Ratings Points (GRPs) measure schedule intensity by multiplying reach (the percentage of the target audience exposed to the advertisement) by the average frequency (the average number of times the target audience sees the advertisement). This provides a basic measure of the weight or intensity of an advertising campaign.

Which Measures Schedule Intensity and Is the Product of Reach