Consider the Following Media Buy: 70 Percent of the Audience

Multiple Choice

Consider the following media buy: 70 percent of the audience is reached 1 time.
20 percent of the audience is reached 4 times.
10 percent of the audience is reached 6 times.
Based on this information,what does the media buyer know?

A) The media buyer can use this information to calculate GRP and should not be concerned that 70 percent of the audience will only see the ad once.
B) The media buyer will need to use this in making a final decision because effective frequency cannot be determined.
C) The media buyer will not be able to maximize reach even if he or she has established a minimum frequency goal.
D) The media buyer can only calculate average frequency from these figures because average frequency is often misleading.
E) The media buy will be cost-effective.