The owners of a small bookstore want to run an ad in the local newspaper of the small town where the business is located. Their objective is to create awareness for the bookstore among the town's consumers. Which of the following measures should be used to assess the number of different people or households exposed to the advertisement?

Question

Quizplus · Accepted Answer

Reach is the number of different people or households exposed to an advertisement at least once during a specific time period. It is the best measure to assess the number of different people or households exposed to the advertisement in the local newspaper. Rating is the percentage of the target audience that is tuned in to a specific program, GRPs (Gross Rating Points) is a measure of advertising impact, CPM (Cost per Thousand Impressions) is the cost of reaching 1,000 people with an advertisement, and frequency is the number of times a person or household is exposed to an advertisement.

The Owners of a Small Bookstore Want to Run an Ad