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Question: 1. Why is target audience selection the critical first step in formulating a media strategy?
2. Compare and contrast TRPs and GRPs as media selection criteria?
3. Why is reach also called net coverage or unduplicated audience?
4. A television advertising schedule produced the following vehicle frequency distribution:
(a) What is the reach for this advertising schedule?
(b) What is the effective reach?
(c) How many GRPs does this schedule generate?
(d) What is the frequency for this schedule?
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