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 measure of the number of different people or households exposed to an advertisement. It would be the most appropriate measure to assess the number of consumers who have been made aware of the bookstore through the newspaper ad. Ranking is not a measure of exposure and is irrelevant in this scenario. GRPs (Gross Rating Points) and CPM (Cost per Thousand Impressions) are measures of advertising effectiveness and cost-efficiency, respectively, and not measures of exposure. Frequency is a measure of the number of times an advertisement has been seen or heard by the audience, and not the number of different people or households exposed.

The Owners of a Small Bookstore Want to Run an Ad