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49 Cards in this Set
- Front
- Back
What does GRP Stand for?
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Gross Rating Point
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Number of people that are reached?
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Reach
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Number of times people will be exposed to?
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Frequency
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Duplicated Audience?
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GRP- Gross Rating Points
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Unduplicated Audience?
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Reach
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Reach better or worse than GRP?
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Worse
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What is the difference between GRP and gross impression?
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A whole number
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Duplicated / unduplicated = ?
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Frequency
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Gross Impression = 109,000
GRP? |
109
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Set recommendations a client must approve before further action?
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Media plan
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Who's function is it to maintain plan performance?
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Media Buyer's
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Mad Dogs and Englishmen relies on _______ media group for media planning and buying
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Wilson
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Main factors in choosing media include
____, ____, and ____ |
demographics, geographic, and timing
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Message repetition is the basis for _____
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frequency
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Audience accumulation is the basis for ________
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reach
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To build reach, purchasing commercials on all three networks during the same half hour is called a ____
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road block
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Circle the one requiring higher frequency: established brands v. new brands; high market share v. low market share; long purchase cycle v. short purchase cycle
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new brands, low market, short purchase cycle
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in movies, a comedy or love story tends to develop large reach?
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comedy
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____ is a good source of secondary information concerning the demographics media consumption of the users of specific brands
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MRI
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An index score of 199 from MRI indicates that the specific segment of users is _____ more likely to use the product
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99%
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____ is the audience size expressed as a percentage of the total audience possible
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rating
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____ is representing the audience as a whole number
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impression
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____ are the addition of ratings
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GRP
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___ ____ are the addition of the raw numbers from which the percentages of ratings were calculated.
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Gross Impressions
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Reach and frequency are ____ related
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inversely
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Calculate average frequency with the following figures: Gross impressions (108,000) GRP (108) and reach (56)
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108/56 = 1.9 avg requency
GRP/REACH = AVG FREQUENCY |
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___ ____ can give the planner a distorted idea of the plan's performance
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Average Frequency
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____ ____ method is more revealing and valuable as a method of reporting repetition
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frequency distribution
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__ __ ___ is percentage of total advertising messages in a medium used by one advertiser
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Share of voice
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___ includes a continuous base of advertising that is reinforced by periodic bursts of heavier media action
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pulsing
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____ is the audience size expressed as a percentage of the total audience possible
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rating
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____ is representing the audience as a whole number
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impression
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____ are the addition of ratings
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GRP
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___ ____ are the addition of the raw numbers from which the percentages of ratings were calculated.
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Gross Impressions
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Reach and frequency are ____ related
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inversely
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Calculate average frequency with the following figures: Gross impressions (108,000) GRP (108) and reach (56)
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108/56 = 1.9 avg requency
GRP/REACH = AVG FREQUENCY |
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___ ____ can give the planner a distorted idea of the plan's performance
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Average Frequency
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____ ____ method is more revealing and valuable as a method of reporting repetition
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frequency distribution
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__ __ ___ is percentage of total advertising messages in a medium used by one advertiser
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Share of voice
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___ includes a continuous base of advertising that is reinforced by periodic bursts of heavier media action
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pulsing
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A ___ is an index of the relative consumption rate of a product in a particular market
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CDI
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a ___ is an index of the relative consumption rate of a brand in a particular market
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BDI
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high or low BDI AND CDI represents a market where the brand is not doing well but there is great potential for the category?
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Low BDI High CDI
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a ___ is any class of communication channel
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medium
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a ____ is any specific carrier such as the David Letterman Show or the New York Times
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Vehicle
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the show Inside Gossip has 92,000 target viewers. The cost of a 30 second announcement during the show is 850$. the CPM = ?
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9.2
850/92000 X 1000 = 0.2 Cost / viewers x 1000 = CPM Cost Per Minute |
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If the target audience rating for the program inside gossip is 12.0 and the cost is 850$ the CPP is ____
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70.83
850/12 = 70.83 CPP = Cost Per Point Cost / rating = cpp |
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Both the CPM and the CPP are ____ values
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Relative
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Although we can use CPM and CPP efficiency analysis across media comparing one ____ to another, we make such comparisons carefully. CPM and CPP are more valid when used to compare vehicles ____ a medium
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medium, within
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