Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. The average number of times a person in the target audience is exposed to a message or advertisement is
Called:

Question

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The average number of times a person in the target audience is exposed to a message or advertisement is called frequency. The other options are definitions of different advertising terms: parity refers to the degree of similarity between a brand and its competitors, reach refers to the number of people who are exposed to an advertisement, and rating is a measure of the percentage of a target audience that is reached by a particular advertising message.

Because Consumers Often Do Not Pay Close Attention to Advertising