# Q4A · Discuss the ‘Following terminologies with examples showing calculations’ stating the importance of these in advertising: (i) Reach, (ii) Frequency, and (iii) Message Weight

Subject: Advertising and Public Relations

Exam: TEE

Reader: https://deep-learning-study-room.vercel.app/apr/#tee/papers/paper-2026-05-16/q4a

Canonical: https://deep-learning-study-room.vercel.app/read/apr/tee/papers/paper-2026-05-16--q4a/

Actual TEE paper · 100 marks · Q1 compulsory + any four complete Q2–Q7

### 2026-05-16 · Q4A · Previous-paper question. Discuss the ‘Following terminologies with examples showing calculations’ stating the importance of these in advertising: (i) Reach, (ii) Frequency, and (iii) Message Weight [10 marks]

#### Answer

## Reach, coverage, frequency and effective reach

**Definition.** Reach counts distinct people exposed at least once during a defined period. Frequency measures repeated exposures. Coverage describes the potential audience accessible through a medium or plan.

**In simple words.** Reach mein banda ek baar count; impressions mein har exposure count.

Swipe across the diagram to read its labels ↔

![Reach counts people; impressions count every exposure](https://deep-learning-study-room.vercel.app/apr/fig/reach.0b7f3f6fda.svg)

Diagram: Reach counts people; impressions count every exposure. Labels: Reach counts people; impressions count every exposure | Reach counts people; impressions count every exposure | A | Ad 1 | Ad 2 | Ad 3 | 3 seen | B | Ad 1 | Ad 2 | 2 seen | C | Ad 1 | 1 seen | D | 0 seen | E | 0 seen | Unique reach: A, B, C = 3 people out of 5 = 60% | Impressions: 3 + 2 + 1 = 6 Average frequency: 6 / 3 = 2

Reach, coverage, frequency and effective reach — follow the labels in order.

## Understand it step by step

1. **Universe:** first define the entire target audience and period. “60% reach” is meaningless without saying 60% of whom and over what duration.
2. **Unduplicated reach:** a person exposed five times contributes one person to reach, not five. Overlap between media must be removed.
3. **Average frequency:** divide total exposures by the number reached. It is an average among reached people; it need not be an integer.
4. **Effective reach:** the percentage meeting a specified exposure threshold, for example at least three opportunities. The threshold is part of the plan, not a universal law.
5. **Attention and outcome:** an opportunity to see is not proof of noticing, remembering or purchasing. Excess repetition may waste resources or create fatigue.



$$
\text{Reach \%}=\frac{\text{unique people reached}}{\text{target population}}\times100
$$





$$
\bar f=\frac{\text{gross exposures}}{\text{unique people reached}}
$$



[Continue to three complete reach / overlap examples →](https://deep-learning-study-room.vercel.app/read/apr/tee/practice/numbers--reach1/)

## See it in use

#### Illustrative example · Five students

A sees an ad three times, B twice and C once; D and E never see it. Reach is 3 students out of 5 = 60%. Total exposures are 6 and average frequency among the reached students is 6 ÷ 3 = 2. Only A meets a hypothetical three-exposure threshold.

## Gross impressions, rating and GRP

**Definition.** Gross impressions count all exposures, including repetitions. A rating expresses an audience as a percentage of a defined universe. Gross rating points sum rating points across insertions or equal reach percentage multiplied by average frequency for the same audience and period.

**In simple words.** Gross = repeat bhi count. GRP unique logon ka percent nahi hai.

## Understand it step by step

1. **Impressions:** if 2,000 people each have three exposures, they create 6,000 gross exposures. They still represent 2,000 unique people.
2. **Rating:** divide the audience of a programme or insertion by its relevant universe and multiply by 100. Check whether the figure refers to people or households.
3. **GRP:** multiply reach expressed as a percentage number, such as 60, by average frequency. 60 × 4 = 240 GRPs; do not use 0.60 in that version of the formula.
4. **Consistency:** the reach-frequency formula requires matched target definition and period. Do not mix household ratings with person-based reach.
5. **Interpretation:** GRP can exceed 100 because it counts repeated opportunities, not a population share. A high total does not prove unique reach or effectiveness.



$$
\text{GRP}=R_{\%}\times\bar f
$$





$$
\text{Gross impressions}=\sum_i n_i f_i
$$



## See it in use

#### Illustrative example · One matched campaign

If a campaign reaches 60% of its target an average of four times, it delivers 240 GRPs. This can describe high repetition among a limited group; it does not mean 240% of people were reached.

## Worked examples for the requested measures

The original paper supplies no figures. The 16 May 2026 Q4(a) explicitly asks for examples showing calculations; the examples below use the faculty M2 notes pp27–28. State the assumptions and interpret each measure. CPM is not part of this question.

## 1. Reach: 3,000 distinct people out of 10,000

Faculty-note worked example: the values come from APR M2 notes p27. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

## Given

| Quantity | Value |
| --- | --- |
| Unique people reached | 3,000 |
| Target population | 10,000 |
| Period | One month |

## To find

Percentage of the target reached at least once.

## Formula and why



$$
R_{\%}=\frac{n}{N}\times100
$$



Here n is the distinct people reached and N is the whole target. Divide part by whole, then multiply by 100.

## Step-by-step solution

#### Step 1. Substitute the two counts



$$
R_{\%}=\frac{3000}{10000}\times100
$$



#### Step 2. Divide to obtain the share



$$
\frac{3000}{10000}=0.3
$$



#### Step 3. Convert the share to a percentage



$$
0.3\times100=30\%
$$



**Final answer:** 30% reach.

#### Practical interpretation · What the answer means

30 out of every 100 target members had at least one exposure opportunity. The calculation does not establish whether they remembered or purchased.

## 2. Average frequency: two distinct audience groups

Faculty-note worked example: the values come from APR M2 notes p27. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

## Given

| Group | Distinct people | Exposures each |
| --- | --- | --- |
| 1 | 1500 | 3 |
| 2 | 1500 | 6 |

## To find

Gross exposures, unduplicated reach and average frequency.

## Formula and why



$$
I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}
$$



Multiply each group size by its frequency; then add. The reach sum is valid because the question explicitly says the groups do not overlap.

## Step-by-step solution

#### Step 1. Count exposures for group 1



$$
1500\times3=4500
$$



#### Step 2. Count exposures for group 2



$$
1500\times6=9000
$$



#### Step 3. Add all group exposures



$$
4500+9000=13500
$$



#### Step 4. Count distinct people



$$
1500+1500=3000
$$



#### Step 5. Divide exposures by people reached



$$
\bar f=\frac{13500}{3000}=4.5
$$



**Final answer:** Gross exposures = 13,500; reach = 3,000 people; average frequency = 4.5.

#### Practical interpretation · What the answer means

4.5 is the average number of opportunities among reached people. It does not mean each individual had exactly that many exposures.

## 3. Message weight: gross impressions

Faculty-note worked example: the values come from APR M2 notes p28. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

## Given

| Group | Distinct people | Exposures each |
| --- | --- | --- |
| 1 | 6000 | 5 |
| 2 | 6000 | 7 |
| 3 | 3000 | 3 |

## To find

Gross exposures, unduplicated reach and average frequency.

## Formula and why



$$
I=\sum_i n_i f_i,\qquad n=\sum_i n_i,\qquad\bar f=\frac{I}{n}
$$



Multiply each group size by its frequency; then add. The reach sum is valid because the question explicitly says the groups do not overlap.

## Step-by-step solution

#### Step 1. Count exposures for group 1



$$
6000\times5=30000
$$



#### Step 2. Count exposures for group 2



$$
6000\times7=42000
$$



#### Step 3. Count exposures for group 3



$$
3000\times3=9000
$$



#### Step 4. Add all group exposures



$$
30000+42000+9000=81000
$$



#### Step 5. Count distinct people



$$
6000+6000+3000=15000
$$



#### Step 6. Divide exposures by people reached



$$
\bar f=\frac{81000}{15000}=5.4
$$



**Final answer:** Gross exposures = 81,000; reach = 15,000 people; average frequency = 5.4.

#### Practical interpretation · What the answer means

5.4 is the average number of opportunities among reached people. It does not mean each individual had exactly that many exposures.

## 4. Message weight: gross rating points

Faculty-note worked example: the values come from APR M2 notes p28. The question has been rewritten to teach the steps; this is not verbatim PYQ wording. Any practice-mark allocation is author-set.

## Given

| Reach | Average frequency | Target |
| --- | --- | --- |
| 75% | 5.4 | 20000 |

## To find

GRP, reached people and impressions.

## Formula and why



$$
\text{GRP}=R_{\%}\bar f
$$





$$
n=\frac{R_{\%}}{100}N,\qquad I=n\bar f
$$



Use the percentage number in GRP. Divide it by 100 when finding a fraction of the population.

## Step-by-step solution

#### Step 1. Calculate GRP



$$
75\times5.4=405\text{ GRPs}
$$



#### Step 2. Convert reach to a fraction



$$
75\div100=0.75
$$



#### Step 3. Calculate unique people reached



$$
0.75\times20000=15000
$$



#### Step 4. Calculate gross impressions



$$
15000\times5.4=81000
$$



**Final answer:** 405 GRPs; 15,000 people; 81,000 gross impressions.

#### Practical interpretation · What the answer means

GRP is a repeated-exposure weight. Report people for unique reach and impressions for total opportunities; those are different quantities.