Channel Planning Terms and Concepts

Worksheet #$1-$ Impressions, GRPs$,$ Reach & Frequency

Clients will not invest in any creative idea without having a sense of how that investment will pay out in terms of

audience delivery. This worksheet introduces you to some of the most fundamental and highly used concepts in

channel planning.

Media math never gets any more sophisticated than third grade arithmetic, so set any math anxiety aside and let$$s get

started by reviewing the terms and basic formulas, and then practicing with some sample problems. By becoming

comfortable with these basic concepts, you will be better able to develop an effective media plan and present yourself

as knowledgeable about these key channel planning concepts when interviewing for advertising$/$PR jobs.

Every time an ad or PR placement appears, a certain number of people have an opportunity to see and$/$or hear the

message. This basic unit of measurement is referred to as an impression.