The weighted number of exposures to an advertising campaign is reach times average frequency times average impact or WE = R × F × I.

Question

Quizplus · Accepted Answer

This formula is correct and represents the calculation of the weighted number of exposures in an advertising campaign. Reach refers to the number of people who are exposed to the campaign, frequency refers to the number of times the ad is seen or heard by an individual, and impact refers to the effectiveness of the ad on the target audience. Multiplying reach, frequency, and impact together provides an estimate of the overall effectiveness of the campaign.

The Weighted Number of Exposures to an Advertising Campaign Is