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 times frequency of each plan to promote the orange juice, in order to compare

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GRPs (Gross Rating Points) are a measure of the total exposure to an advertising message within a specific target audience, calculated by multiplying the reach (the percentage of the target audience that is exposed to the message) by the frequency (the number of times the audience is exposed to the message). Therefore, multiplying the reach times frequency of each media plan is a way to calculate their respective GRPs and evaluate their relative intensity.

A Media Planner Needs to Evaluate the Relative Intensity of Three