The _____ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective.
A) advertising impression
B) exposure value
C) continuity
D) effective reach
E) effective frequency

Question

Quizplus · Accepted Answer

Similar to the concept of effective reach is effective frequency, defined as the average number of times a person must see or hear a message before it becomes effective. In theory, effective frequency falls somewhere a minimum level that achieves message awareness and a maximum level that becomes overexposure, which leads to "wearout" (starts to irritate consumers).

The _____ of an Ad Is Defined as Being the Average