MKT 300 Chapter 9: MKT300-Chapter9

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

Impressions/ots/exposures: the number of times a specific advertisement is available to be seen or otherwise exposed to media audiences. Reach: the number of people exposed to an advertising: rating point = reach. Tv show with rating of 2 = reaches 2% of population. Frequency: the average number of times each person is exposed to the advertisement. Gross rating points (grps) = total ratings: the sum of all rating points delivered by the media vehicles carrying an advertisement or campaign. Impressions (#) = reach (#) x average frequency (#) Gross rating points (grps) (%) = reach (%) x average frequency. Gross rating points (grps) (%) = impressions (#) / defined population (#) Cost per thousand impressions (cpm): cost per thousand advertising impressions. Cost per thousand impressions (cpm) ($) = advertising cost ($) / impressions. Share of voice: (cid:395)uantifies the adve(cid:396)tising (cid:862)p(cid:396)esence(cid:863) that a specific product or brand enjoys. Share of voice (%) = brand advertising ($,#) / total market advertising ($,#)