Quiz:  What is the Best Description for Each Media Term?

No, because if that one person sees a commercial five times, that's five impressions not one

Yes!  An impression is the contact or event that occurs when one person sees one ad once.

While R&F helps a planner tailor a campaign for effectiveness or awareness or sales response, those effects are not calculated into the measures for R&F

This is true ONLY if we're talking about one, single airing of a commercial seen by 50,000 people.  But a commercial seen twice by each of 25,000 people also has created 50,000 impressions.

This is the better answer because it's counting the contact events, rather than people.  10,000 people seeing an ad five times, or 25,000 people seeing it twice, or 50,000 people seeing an ad once -- those all count as 50,000 impressions.

No:  if we want to target our advertising to adult women, then we aren't going to worry much about men or children.  Adult women are then our target and our universe.

Yes!

No:  The universe is who we'd like to talk to. Once that's settled, we go onto do the R&F to figure out how to actually expose them to our ad.

Well, yeah, true.  But a deeper understanding would be helpful.

"GRP" doesn't really carry a sense of the coverage or breadth or reach of your advertising.  Suppose you want to reach all adults 18+ and you blow a million bucks advertising in overnight hours on the Fly-Fishing Channel. It would be hard to say you've "covered" the market in any way.

Yes. GRPs is a measure of the sheer bulk of the advertising we're placing in a market

All 5 answers are correct.  "Duplication" is the general idea of looking at how two vehicles share audience, and there are lots of ways we might measure and evaluate it.

All 5 answers are correct.  "Duplication" is the general idea of looking at how two vehicles share audience, and there are lots of ways we might measure and evaluate it.

All 5 answers are correct.  "Duplication" is the general idea of looking at how two vehicles share audience, and there are lots of ways we might measure and evaluate it.

All 5 answers are correct.  "Duplication" is the general idea of looking at how two vehicles share audience, and there are lots of ways we might measure and evaluate it.

All 5 answers are correct.  "Duplication" is the general idea of looking at how two vehicles share audience, and there are lots of ways we might measure and evaluate it.

We're looking for the best description, and this one just confuses too many people

A little better, but people still get confused by "net"

Yes!  Reach is the way your friends talk about a commercial:  did you EVER see an ad?

No:  frequency is only averaged among people who have been exposed at all

Yes!