Honda is launching its new Ridgeline truck and wants to expose the largest possible percentage of the prime time TV viewing audience to its message at least once during the next six months. Which media concept is Honda trying to maximize?

Question

Quizplus · Accepted Answer

Honda is trying to maximize its reach, which refers to the number or percentage of different people who are exposed to the message at least once. This is different from frequency, which is the number of times a person is exposed to the message. Impressions refer to the total number of times the message is seen or heard, regardless of whether it is by the same person or different people. Circulation refers specifically to print media, and is not applicable in this case.

Honda Is Launching Its New Ridgeline Truck and Wants to Expose