The percentage of a target audience that must be exposed to a message to achieve a particular objective is called:

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Effective reach is the percentage of the target audience that must be exposed to a message to achieve a particular objective. Gross rating points refer to the total exposure of an ad campaign, while effective frequency refers to the number of times an individual in the target audience must be exposed to the message. Opportunities to see simply refer to the number of times an individual has the chance to see an ad.

The Percentage of a Target Audience That Must Be Exposed