34.Which term refers to a possible exposure of the advertising message to one audience member? A. Advertising reachB. Medium receptivityC. Advertising impressionD. Message weightE. Gross impression 35.An opportunity to see (OTS) is sometimes referred to as a(n): 36.The two ways to express _____ are gross impressions and gross rating points.
37.When the sponsors of a charity golf tournament purchased commercial time on local television, the station's sales rep promised a total exposure for the ad of 32,000. In other words, the _____ for the commercial would be 32,000. 38.The audience for Who Wants to Be a Millionaireon a local cable channel is 115,000. During January and February, a jewelry store ran 16 ads during the show. This is the only advertising the jeweler did during those two months. Its _____ equals 1,840,000. A. message valueB. ad impressionsC. effective frequencyD. gross rating pointsE. gross impressions 39.The _____ is the percentage of homes exposed to an advertising medium. 40.Sixty percent of the total target market heard the radio spots for Cartersville Jewelry Exchange, at least once during a four-week period. The average frequency of the advertisement was four. Calculate the gross rating points (GRPs). 41._____ refers to the number of different people or households exposed at least once to a medium during a given period of time (usually four weeks). 42.Which of the following statements is most likely true about reach? A. Reach is always expressed as a percentage.B. Reach measures the intensity of a media schedule.C. Reach measures the extent of duplicated audience exposure by a media vehicle.D. Reach is the number of different households exposed to an ad schedule during a given time period.E.Reach refers to the number of times the same person or household is exposed to a vehicle in a specified time span. 43. _____ measures the intensity of a media schedule.