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4.01

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

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  1. 4.01 Determine Advertising Reach of Media

  2. 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

  3. 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

  4. How to Calculate Reach • Reach = GRPs / Frequency • Frequency = GRPs / Reach • GRPs = Reach X Frequency

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