The Gap is about to do their marketing planning for the next 12 months. They are re-looking
Question:
The Gap is about to do their marketing planning for the next 12 months. They are re-looking at their magazine and radio advertising and deciding where they need to communicate their message. The Gap feels its target consumer is primarily 18-45. They are doing this by completing a GRP and CPM analysis. Based on the data provided please answer the following questions to help The Gap with their media planning.
Please calculate the GRPs for the following radio stations in the 6-9 am time slot using the data provided.
| CHUM FM | 102.1 | 99.9 |
# of target group tuned in per week (reach as a whole number)
| 135 000 | 85 000 | 110 000 |
# of target group in area
| 1 135 000 | 1 135 000 | 1 135 000 |
Impressions or Total Exposures per week | [a] | 510 000 | 440 000 |
Reach % | [b] | [d] | [g] |
Frequency | 5 | [e] | [h] |
Weekly GRPs | [c] | [f] | [i] |
Which Radio Station would provide The Gap with the highest exposure based on your calculations? [j]
Expert Answer:
