What concept refers to the measure of intensity of one media plan versus another, which takes into consideration both reach and frequency?

Question

Quizplus · Accepted Answer

Gross rating points (GRPs) measure the intensity of one media plan versus another by taking into account both reach (the percentage of the target audience that will be exposed to the advertising) and frequency (the number of times the target audience will be exposed to the advertising). GRPs are calculated by multiplying the reach of a media plan by its average frequency.

What Concept Refers to the Measure of Intensity of One