Which of the following statements is true about advertising reach?
A)Reach refers to the number of times a viewer is exposed to an ad.
B)Reach of a media vehicle can be defined as the "opportunities to see" an ad.
C)Frequency level expressed in a media plan overstates the actual level of reach to an ad.
D)The actual exposure to an ad is referred to as reach of a media vehicle.
E)Reach is of trivial importance at later stages of the adoption hierarchy.

Question

Quizplus · Accepted Answer

Reach is defined as the number of people who have the opportunity to see/hear an ad at least once during a given time period. Therefore, option B is true. Option A is incorrect as it confuses reach with frequency. Option C is false as frequency and reach are not mutually exclusive. Option D is partially true, but it's not the complete definition of reach. Option E is false, as reach is important at all stages of the adoption hierarchy.

Which of the Following Statements Is True About Advertising Reach