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IMC > Formulas > Flashcards

Formulas Flashcards

1
Q

Gross impressions = (2)

A

Reach x frequency

AQH persons x number of spots

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2
Q

Radio Gross impressions

A

AQH persons x number of spots

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3
Q

Television/Print gross impressions

A

Reach x frequency

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4
Q

Gross Rating points in terms of Gross Impressions

A

(Total GI/Target Market) x 100

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5
Q

GRPs (4 formulas)

A

%reach x average frequency
Rating x frequency
Total GI/Target Market x 100
AQH Rating x Number of Spots

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6
Q

GRPs (Buying TV time)

A

Reach (average rating) x frequency

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7
Q

Radio GRPs

A

AQH rating x number of spots

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8
Q

% Reach =

A

Total Reach / Target Market x 100

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10
Q

Average frequency =

A

Total GI / Total Reach

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12
Q

BDI =

A

% of brand sales / % of population x 100

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13
Q

CDI =

A

% of category sales / % of population x 100

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14
Q

CPM (print) (3)

A

Cost of Ad / (circulation/1000)
Cost of Ad / ((circulation/1000) x readers per copy)
Cost of Ad / ((circulation/1000) x % of readers in the target market)

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15
Q

CPM (TV)

A

Cost of Ad / (TVHH viewing program/1000)

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16
Q

Rating (TV)

A

TVHH viewing program / TVHH x 100

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17
Q

Share (TV)

A

TVHH viewing program / TVHH in use x 100

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18
Q

Cost per point (CPP)

A

Cost of Ad/Rating

19
Q

Radio Average Quarter Hour Rating

A

AQH Rating = AQH of station / Population x 100

20
Q

Radio Average Quarter Hour Share

A

AQH Share = AQH of station / AQH of all stations x 100

21
Q

Interpretation of average quarter hour persons

A

The average number of people who listen to a specific station for at l war 5 minutes during any 15 minute period of any day part.

22
Q

Reach x Frequency =

A

Gross Impressions

23
Q

AQH Persons x Number of Spots =

A

Gross Impressions

24
Q

Total GI / Target Market x 100 =

A

Gross Ratings Points

25
Q

% Reach x Average Frequency =

A

GRPs

26
Q

Rating x frequency

A

GRPs

27
Q

AQH Rating x number of spots

A

GRPs

28
Q

% of Brand Sales / % of Population x 100

A

Brand Development Index (BDI)

29
Q

% of Category Sales / % of population x 100

A

Category Development Index (CDI)

30
Q

Cost of Ad / (Circulation/1000) =

A

Cost per thousand (CPM)

31
Q

Cost of Ad / (TVHH viewing program/1000) =

A

Cost per thousand (CPM)

32
Q

TVHH viewing program/TVHH in use x 100

A

Share

33
Q

Cost of Ad/Rating =

A

Cost per point

34
Q

TVHH viewing program/TVHH x 100 =

A

Rating

35
Q

AQH of station/AQH of all stations x 100 =

A

AQH share

36
Q

AQH of station / Population x 100 =

A

AQH Rating

37
Q

Total GI / Total Reach =

A

Average frequency

38
Q

Total reach / Target market x 100 =

A

% Reach

IMC (15 decks)

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