Which of the following statements about advertising reach is true?
A)Reach refers to the number of times a viewer is exposed to the ad.
B)Reach can be defined as the "opportunities to see" an ad.
C)The total number of persons exposed once to a vehicle is referred to as reach saturation.
D)Overlap that results from multiple exposures is referred to as wasted reach.
E)It is easy to determine what level of reach will be required to achieve various levels of awareness in a target audience.

Question

Quizplus · Accepted Answer

Reach refers to the number of unique individuals who have seen an ad at least once, also known as opportunities to see (OTS). Therefore, choice B is the only statement that correctly defines reach.

The statement in choice A is incorrect because it confuses reach with frequency, which refers to the number of times a viewer has been exposed to the ad.

The statement in choice C is incorrect because reach saturation refers to the point at which the advertising vehicle has reached its maximum potential audience and cannot generate any additional exposure.

The statement in choice D is incorrect because wasted reach occurs when individuals who have already been exposed to an ad are exposed to it again, not from overlap resulting from multiple exposures.

The statement in choice E is incorrect because determining the required level of reach to achieve various levels of awareness in a target audience is not always easy and depends on various factors such as the target audience's characteristics, message, and media used.

Which of the Following Statements About Advertising Reach Is True