CPRP stands for cost per rating point and is a relative measure of the efficiency of a media vehicle relative to a firm's target market.
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Q91: Define reach, frequency, continuity, and gross impressions.
Q92: Continuity is the exposure pattern or schedule
Q93: Intrusion value is:
A)the ability of an ad
Q94: Rating points are a measure of the
Q95: A pulsating schedule for advertising a lawn
Q97: The traditional three-exposure hypothesis is based on:
A)selective
Q98: A flighting, or discontinuous, schedule for a
Q99: Recency theory suggests that a member in
Q100: Describe continuous, pulsating, and flighting advertising schedules.
Q101: Intrusion value is the ability of media
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