Questions from Advertising and Promotion, Chapter 11 4. What are GRPs and target
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Questions from Advertising and Promotion, Chapter 11
4. What are GRPs and target GRPs? Explain what these terms mean and discuss some of the strengths and weaknesses of using them. (LO 10-1) 5. The media landscape is rapidly changing. Explain what is meant by this statement. Then discuss some of the reasons why this is occurring. What can tra- ditional media do to continue to exist? A number of studies have examined the role that personality and/or other personal characteristics may have on consumers' media usage. Discuss some of these studies. Do youExplanation / Answer
1) GRP and target GRP
The GRP stands for Gross Ratings Points, It is a measure which plays a vital role in the advertising market. it is used by the advertiser to determine what and where to place the commercial and which Television network need to use which worth their money. it is a measure which determines how many audience within the crowd have watched their ads.
The target GRP measure the exposure level of advertising messages that are delivered to particular audience in terms of frequency and reach. this is often used to measure the impact of advertisement in offline as well as online media. This is calculated by multiplying the degree of reach of ads , particularly over one week period , by frequent of exposure of ads in the market.
The advantages of GRP are it tells how to increase the target level and also how to spend the budget on ads. it also has disadvantages it does not give the measure of campaign profitability, it will underestimate the campaign to less strength audience also it can overestimate a campaign to larger number of audience.
The important advantage of target GRP is they determine small organization's advertising effectiveness. foe example the women boutique plans to reach customer over 30 with the income more than $80,000. with the help of target rating points the owner can decide which media will reach their desired clientele . The major disadvantage of Target rating points is the cable companies frequently change the channel frequencies before apprising the audience, this will cause target GRP numbers off.
2) The rapidly changing media landscape.
Some 6 to 7 years back Television is the king when it comes to drive the news in the race. But when the technology grown beyond the expectation TV, printed news paper and radio are slowly losing their popularity in the media landscape. More people in the modern era uses digital media than these traditional medial to get the news. Digital media includes Social media such as facebook, twitter , linkedin etc. and from mobile devices. The news consumption of country is changing rapidly. and along with that the campaign are changing as well- most of the political leaders, actors all are using digital media in order to communicate with their supporter.
How the traditional media can survive:
One of the key factor which is area of success is tone. We should deliver the news in such a way that it should digestible by the reader. The new should easily understandable and organized in well manner. it should not create mess in readers mind.
Give the reader what they want not what you want. The strategy of media is always been about working with the brands to develop the content that engage the reader, by achieving advertiser goals.
if you really needs to increase the revenue then you need to concentrate on sales. Your traditional media almost sure relies on advertising revenues, so maximize the value of your reader by making sure you’re measuring it across platforms, channels, and devices. Are you encouraging users to register by offering something in return
Research on digital media has mostly paid attention to users' demographics, motivations, and efficacy, but with increasingly popular web tools like social media facebook or twitter , it is very important to study more stable psychological characteristics such as users' personality traits, since they may affect how audience use the Web to communicate and socialize.
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