Question

Which of the following refers to a measure used for comparing the effectiveness of different media vehicles long—average reach frequency?

A) Gross rating point.
B) Cost per thousand.
C) Click-through rate.
D) Conversion rate.

Answer 1

The measure used for comparing the effectiveness of different media vehicles long—average reach frequency is Gross rating point (GRP).

Step-by-step explanation:

The measure used for comparing the effectiveness of different media vehicles long—average reach frequency is Gross rating point (GRP).

GRP is a measure in media planning that calculates the percentage of the target audience reached by a specific media vehicle and the frequency of exposure. It is calculated by multiplying the percentage of the target audience reached (expressed in terms of ratings) by the frequency of exposure.

For example, if a TV program has a 10% rating and is watched by the target audience an average of 5 times, the GRP would be 50 (10% x 5).