____ is a summary measure that combines reach and frequency.
A) The Brand Development Index (BDI)
B) The Category Development Index (CDI)
C) Gross ratings points (GRPs)
D) Target ratings points (TRPs)

Question

Quizplus · Accepted Answer

Gross ratings points (GRPs) combine the reach (the percentage of the target audience exposed to the message) and frequency (the number of times the target audience is exposed to the message) into a single summary measure. BDI and CDI are indices that measure the potential of a brand or product category in a specific market, while TRPs are a refined version of GRPs that take into account the target audience's demographic characteristics.

____ Is a Summary Measure That Combines Reach and Frequency