Which of the following statements best explains a difference between targetratings points (TRPs) and gross rating points (GRPs)?TRP calculations do not include waste coverageStudy Guide for OLPD 3401 Final ExamChapter 101.Media terms and concepts●Media planning: Series of decisions involved in delivering the promotionalmessage to the prospective users of the product or brand●Media objectives: objectives formulated to organize a media plan●Media strategies: plans of action designed to attain the media objectives●Medium: general category of available delivery systems●Media vehicle: specific carrier w/in a medium category●Reach: Measure of the number of different audience members exposed at leastonce to a media vehicle in a given period of time●Coverage: potential audience that might receive the message through a vehicle●Frequency: number of times the receiver is exposed to the media vehicle in aspecified period2.The goal of media plan●Aims to find a combination of media to communicate a message:○In the most effective manner-- cost vs impact (ROI)○To the largest number of potential customers○At the lowest cost3.Coverage, reach, frequency●Coverage: the potential audience that may be exposed to at least oneadvertisement●Reach: the actual number of target market customers who are exposed to atleast one advertisementin●Frequency: the number of times that the customer is exposed to youradvertisement4.Target market identification●Primary research and/or secondary sources help determine which specificgroups to target●Index number:Good indicator of the potential of a market In advertising, a gross rating point (GRP) measures impact.[1] GRPs help answer how often "must someone see it before they can readily recall it" and "how many times" does it take before the desired outcome occurs.[2] Gross rating points are a measure of the impact by a campaign using a specific medium or schedule. It quantifies impressions as a percentage of the target population, multiplied by frequency. This percentage may be greater, or in fact much greater, than 100.
Target rating points express the same concept, but with regard to a more narrowly defined target audience.[3][4] GRPs are used predominantly as a measure of media with high potential exposures or impressions. Nielsen Media Research is an example of a company which uses GRPs.[5] With "today's fragmented media world" the value of GRP is, according to the Advertising Research Foundation's Journal of Advertising Research, even greater than in the pre-Internet era.[6] Since "the required frequency changes with the product and the competitive climate it is in",[2] the purpose of the GRP metric is to measure impressions compared to the number of people in the target for an advertising campaign.[3] GRP values are commonly used by media buyers to compare the advertising strength of components of a media plan. For conventional media such as radio and TV, multi-tasking has reduced the value per GRP, and a measure named Persuasion Rating Point (PRP) was proposed in mid 2020.[7] "One GRP is one percent of all potential adult television viewers (or in radio, listeners) in a market." If they are exposed to the ad three times, then that is 3 GRPs.[2] GRPs are simply total impressions related to the size of the target population: They are most directly calculated by summing the ratings of individual ads in a campaign. Mathematically: Two examples:
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