Introduction10.1 Advertising: Impressions, Exposures, Opportunities-to-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)10.2 Cost per Thousand Impressions (CPM) Rates10.3 Reach, Net Reach, and Frequency10.4 Frequency Response Functions10.5 Effective Reach and Effective Frequency10.6 Share of Voice10.7 Advertising Elasticity of Demand10.8 Return on Advertising Spend (ROAS)10.9 Equivalent Media Value from Sponsorship10.10 Sponsorship ROI