GRP stands for Gross Rating Points.
Marketing communications managers express their media objectives in GRP or gross rating points, representing audience reach multiplied by frequency.
This measure can refer to any advertisement such as radio, television, social media posts or prints. However, any comparisons require single medium as it relates to the strength of a media schedule, taking both reach and frequency into account.
GRP must be presented as a percentage of the overall viewer population. Advertisers utilize it to evaluate how and where their material should be placed. The more rating points an advertisement receives, the more exposure it receives.
The formula for calculating GRP is as follows:
Audience Reached x Frequency of the Advertisement = Gross Rating Points.
GRPs can be calculated as exposure by several criteria, such as demographics or media markets, in addition to total reach.
Again, GRP is a typical measure in marketing because it gauges the impact of advertising. Calculate it as a percentage of the target market reached multiplied by the frequency of exposure. You would have 120 GRP if we advertised to 40% of the target market and gave them three exposures.
However, GRP has limitations! People like to think of it as a measure of influence, although this is often exaggerated. GRP should measure total exposures, whereas impact should quantify revenues.
Learn more about calculating GRP here: https://brainly.com/question/25894252
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