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    Question

    One of the primary advertising concerns of companies on a small budget is to expose customers in a limited market area to their advertising messages as often as possible. These owners are concerned with:

    A reach Correct Answer Incorrect Answer
    B frequency Correct Answer Incorrect Answer
    C gross rating points Correct Answer Incorrect Answer
    D cost per thousand Correct Answer Incorrect Answer
    E None of these Correct Answer Incorrect Answer

    Solution

    Advertisers like the hardware store owners are often interested in reaching their target audience more than one time. The reason is many consumers do not pay close attention to ad messages. As such, advertisers seeking to expose targeted consumers to advertising message more than once are interested in frequency, which is defined as the average number of times a person in a target audience is exposed to an ad.

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