In terms of media planning,_____ refers to the number or percentage of the audience which receives enough exposures to truly receive the message.
A) continuity
B) exposure value
C) recency planning
D) effective reach
E) effective frequency

Question

Quizplus · Accepted Answer

Media people use the term "effective reach" to describe the quality of exposure. It measures the number or percentage of the audience who receive enough exposures to truly receive the message. Some researchers maintain that three OTSs over a four-week period are usually enough to reach an audience.

In Terms of Media Planning,_____ Refers to the Number or Percentage