Advertising Exam, Ch. 12

Question 1

Reach

Answer 1

Percent of the target market that is exposed to the message at least once during the relevant time period

Question 2

Frequency

Answer 2

Average number of exposures received by a member of the target market during the relevant time period

Question 3

What kind of relationship does reach and frequency have?

Answer 3

Inverse relationship

• as frequency increases, reach decreases
• as reach increases, frequency decreases

Question 4

Rating

Answer 4

Percent of the target market that is tuned to a specific program or station

V
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Question 5

Share

Answer 5

Percent of target market’s sets in use at a particular time that are tuned to specific program or station

V
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Question 6

GRP

Answer 6

Gross Rating Points

-total number of rating points in a media plan

Question 7

For advertisers, ___ is the more important measure.

Answer 7

Rating

Question 8

GRP Relationships

Answer 8

R x F= GRP

GRP
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Question 9

Cost Per Thousand (CPM)

Answer 9

Cost of an ad x 1000

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