MKT 300 Chapter Notes - Chapter 9: Learning Curve, Frequency Response

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

Rating points (grps), and target rating points (trps) Reach: number of unique individuals exposed to certain advertising. Frequency: the average number of times each such individual is exposed. Rating point = reach of a media vehicle as a percentage of a defined population. Grps = total ratings achieved by multiple media vehicles expressed in rating points. Impressions, exposures, and ots are the atoms of media planning. Grps are related to impression and ots: they quantify impressions as a percentage of the population reached rather than in absolute numbers of people reached, trps express the same concept but with regard to a more. Impressions, ots, and exposures: the number of times a specific advertisement is delivered to a potential customer narrowly defined target audience: an estimate of the audience for a media insertion or campaign. Impressions (#) = reach (#) * average frequency (#) Gross rating points (grps): the sum of all rating points delivered by.