An owner of a city-wide grocery chain is given the figure of 10 percent and is told that this represents the people or households in its target audience that will be exposed to the chosen media vehicle-in this case, the city newspaper
-at least one time during the campaign period.The client has just been given a measure based on:
A)reach.
B)frequency.
C)class.
D)scope.

Question

Quizplus · Accepted Answer

Reach is the measure of the percentage of the target audience that will be exposed to the advertising message at least once during the campaign period. In this case, the figure of 10 percent represents the reach of the chosen media vehicle, which is the city newspaper. Therefore, the measure given to the owner of the grocery chain is based on reach.

An Owner of a City-Wide Grocery Chain Is Given the Figure