DECA Sports and Entertainment Marketing Practice Exam

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What does GRP stand for in advertising analysis?

Gross Revenue Projection
Gross Rating Points
General Revenue Plan
Gross Revenue Percentage

The correct answer is: Gross Rating Points

In advertising analysis, GRP stands for Gross Rating Points. This metric is widely used to measure the exposure level of an advertising campaign. It quantifies the total points achieved by a particular advertisement across a specific media plan, considering both the reach and frequency of the ad. Reach refers to the percentage of the target audience exposed to the advertisement, while frequency indicates how often the target audience is exposed to it within a specified time frame. Calculating GRP involves multiplying the reach by the frequency, thus allowing marketers to understand how effectively their advertising efforts are reaching potential customers. A higher GRP indicates greater potential exposure for the campaign, making it an essential tool for evaluating and optimizing advertising strategies.