Which of the following formulas is accurate for calculating gross rating points (GRP)?

reach multiplied by frequency More test answers on https://studyhippo.com/marketing-final-3/

Gross Rating Points (GRP) measure how often the audience is exposed to a communication within a specified period of time.

False More test answers on https://studyhippo.com/marketing-ch-17-18-19/

Gross rating points measure _____.

the impact of intensity of a media plan More test answers on https://studyhippo.com/promotions-chapter-7-quiz/

gross rating points (GRPs)

A reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency. More test answers on https://studyhippo.com/marketing-chapter-18-vocabulary/

Public relations is the component of IMC that Select one: a. most effectively uses IMC encoding. b. has received the greatest increase in spending. c. generates the most gross rating points. d. converts mass media advertising into direct marketing. e. supports other promotional efforts by generating free media attention.

supports other promotional efforts by generating free media attention. More test answers on https://studyhippo.com/marketing-chapter-17/

_____ is a measure of a Web site’s effectiveness and is calculated by multiplying the frequency of visits times the duration of a visit times the number of pages viewed during each visit. a. Effective reach b. Effective frequency c. Gross rating points d. Interactiveness e. Stickiness

ANS: E By measuring the stickiness factor of a Web site before and after a design or function change, the marketer can quickly determine whether visitors embraced the change. More test answers on https://studyhippo.com/marketing-361-chapter-7/

9. _____ is a measure of a Web site’s effectiveness and is calculated by multiplying the frequency of visits times the duration of a visit times the number of pages viewed during each visit. a. Effective reach b. Effective frequency c. Gross rating points d. Interactiveness e. Stickiness

E More test answers on https://studyhippo.com/chapter-7-test-answers/

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