The number of times,on average,during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand's advertising message is referred to as _____.
A) scope
B) spread
C) frequency
D) reach
E) gross rating point

Question

The number of times,on average,during the media-planning period that members of the target audience are exposed to media vehicles that carry a brand's advertising message is referred to as _____.
A) scope 
B) spread 
C) frequency 
D) reach 
E) gross rating point

Quizplus · Accepted Answer

Frequency is the average number of exposures to an advertisement received by a member of the target audience during the media-planning period. Scope refers to the range of media options available to reach the target audience, spread refers to the range of dates when the advertising will be scheduled, reach refers to the total number of different people or households exposed to an advertising message, and gross rating point is the product of reach and frequency. However, only C describes the number of times the target audience is exposed to the advertising message.

The Number of Times,on Average,during the Media-Planning Period That Members