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4.01. Determine Advertising Reach of Media. Terms. Reach: number of people exposed at least once to an advertisement Frequency: number of times a person is exposed to an advertisement GRP: Gross Ratings Point—reach X frequency. Importance of Reach.
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4.01 Determine Advertising Reach of Media
Terms • Reach: number of people exposed at least once to an advertisement • Frequency: number of times a person is exposed to an advertisement • GRP: Gross Ratings Point—reach X frequency
Importance of Reach • Reach is the first step in brand awareness • New brands need high level of reach • Can’t be exactly sure how much reach is required
How to Calculate Reach • Reach = GRPs / Frequency • Frequency = GRPs / Reach • GRPs = Reach X Frequency