Umay 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. Umay is asking for __________ data.

Question

Quizplus · Accepted Answer

Umay is asking for frequency and reach data, which refers to the number of times consumers were exposed to the IMC message (frequency) and the percentage of the target audience that was exposed to the message (reach).

Umay Asked Her Firm's Advertising Agency to Estimate How Often