Which term is used to represent the calculation of reach multiplied by frequency in advertising?

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The term used to represent the calculation of reach multiplied by frequency in advertising is Gross Rating Points (GRP). GRP is a metric that quantifies the total exposure of an advertising campaign across a specific audience within a particular timeframe. It is calculated by taking the percentage of the target audience reached (reach) and multiplying it by the number of times that the target audience is exposed to the advertisement (frequency).

This metric is essential for advertisers as it helps them assess the effectiveness of their media plans, allowing them to gauge overall market penetration and compare the performance of different advertising campaigns. By understanding GRP, marketers can better allocate their budgets and optimize their strategies to achieve maximum impact.

Other terms like Media Reach Index, Audience Measurement Rate, or Advertising Impact Factor do not specifically denote this relationship between reach and frequency, which is why they are not the correct choice for this question.