Reach, Frequency, and GRPs

1. The Gap is about to do their marketing planning for the next 12 months. They are reviewing their magazine and radio advertising and need to decide where they should 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.

1. Calculate the Impressions, Reach %, Frequency, and Weekly GRPs for the following radio stations in the 6-9 am time slot using the data provided.

	CHUM FM	102.1 FM	99.9 FM
# 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		510,000	440,000
Reach %
Frequency	5
Weekly GRPs

2. Which radio station would provide The Gap with the highest exposure based on your calculations?

3. Evaluate the magazines using the information provided below, and answer the following questions. Based on total adults who read each magazine, which magazine is the best in terms of efficiency (use CPM to calculate the most efficient magazine)? 2^nd best? 3^rd best? Weigh the readers per copy information at 50%.

Magazine Details	Cosmo	Canadian Living	People
Monthly Circulation	115,000	150,000	215,000
Readers Per Copy	2.5	3.3	3.2
Full Page Ad Cost	$18,000	$28,000	$30,000
Total Audience
CPM

CPM / Efficiency	Magazine Name
Magazine with the most efficient CPM
Magazine with the second (2nd) most efficient CPM
Magazine with the third (3rd) most efficient CPM