Which of the following statements is true about advertising reach?
A)Reach refers to the number of times a viewer is exposed to the ad.
B)Reach of a media vehicle 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 of a media vehicle is defined as the "opportunities to see" an ad, which means the number of unique individuals who are exposed to an advertisement at least once during a specific period. Option A is incorrect as it describes frequency, which refers to the number of times an ad is viewed. Option C is incorrect as reach saturation is not a commonly used term in advertising. Option D is incorrect as wasted reach refers to the portion of an advertising campaign's reach that is not relevant to the target audience. Option E is incorrect as determining the level of reach required to achieve various levels of awareness in a target audience is a complex process that depends on several factors.

Which of the Following Statements Is True About Advertising Reach