Answer: 160
Explanation:
From the question, we are informed that when Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10.
To calculate the gross rating points for her firm's campaign we multiply the reach by the frequency. This will be:
= 40 x 4
= 160.
