Advertising and Public Relations · M2 · revision

Media formulas and exam presentation

Last-day M2 revision

Definition → distinct points → one linked example

MeasureRemember the base
Reach %Unique reached ÷ target × 100
Average frequencyGross impressions ÷ unique reached
GRPReach percentage number × average frequency
CPMCost ÷ impressions × 1,000
BDIBrand-sales share ÷ population share × 100
CDICategory-sales share ÷ population share × 100
User indexUser share ÷ population share × 100

How to write the answer

  1. Given: copy all relevant numbers and units.
  2. To find: name the requested measure.
  3. Formula: write it before substituting and identify the denominator.
  4. Solution: show the weighted products, sum and division on separate lines.
  5. Final answer: include %, exposures, GRPs or ₹ per thousand as appropriate.
  6. Interpretation: say what the result tells us; delivery is not proof of persuasion or sales.
Authored illustration: these numbers were chosen to explain a faculty-note concept. No matching supplied-data question was found in the 14 recovered APR papers. Standalone calculation drills are optional practice; their marks are author-set.

Given

TargetReachedImpressionsCost
20,0008,00024,000₹12,000

To find

Reach percentage, average frequency, gross rating points and cost per thousand impressions.

Formula and why

R_{\%}=\frac{n}{N}\times100LaTeX: R_{\%}=\frac{n}{N}\times100
\bar f=\frac{I}{n}LaTeX: \bar f=\frac{I}{n}
\text{GRP}=R_{\%}\times\bar fLaTeX: \text{GRP}=R_{\%}\times\bar f
\text{CPM}=\frac{C}{I}\times1000LaTeX: \text{CPM}=\frac{C}{I}\times1000

Here N = 20,000 target people, n = 8,000 distinct people reached, I = 24,000 impressions and C = ₹12,000 cost. The bar above f means average frequency; R with the % label means reach as a percentage number. Use the same period and target for all four measures.

Step-by-step solution

Step 1. Calculate reach

\frac{8000}{20000}\times100=40\%LaTeX: \frac{8000}{20000}\times100=40\%

Step 2. Calculate average frequency

\frac{24000}{8000}=3LaTeX: \frac{24000}{8000}=3

Step 3. Calculate GRP

40\times3=120LaTeX: 40\times3=120

Step 4. Calculate CPM

\frac{12000}{24000}\times1000=500LaTeX: \frac{12000}{24000}\times1000=500

Step 5. Check units and consistency

8,000 people × 3 exposures = 24,000 impressions, matching the given total. CPM has rupees per thousand impressions; reach has percent; frequency has exposures per reached person.

Final answer: Reach 40%; average frequency 3; 120 GRPs; CPM ₹500.

Yaad rakho: People = reach; repeats = frequency; total delivery = GRP; cost = CPM.