Unformatted text preview: frequency, and impact: Reach (R) : The number of different persons or households exposed to a particular media schedule at least once during a specified time period. Frequency (F) : The number of times within the specified time period that an average person or household is exposed to the message. Impact (I) : The qualitative value of an exposure through a given medium (thus a food ad in Good Housekeeping would have a higher impact than in the Police Gazette). Audience awareness will be greater, the higher the exposures’ reach, frequency, and impact. The relationship between reach, frequency, and impact is captured in the following concepts: Total number of exposures (E). This is the reach times the average frequency; that is, E = R x F, also called the gross rating points (GRP)....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11