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Author Question: Define the terms reach and frequency, and explain why an advertiser would be interested in ... (Read 37 times)

londonang

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on: Jun 29, 2018
Define the terms reach and frequency, and explain why an advertiser would be interested in maximizing reach at the expense of frequency.

Question 2

Which PRIZM NE cluster includes neighborhoods where occupants live eclectic lifestyles and includes a mix of singles, recently divorced and single parents who have moved into older, inner-ring suburbs?
 a. White Picket Fences
  b. Suburban Pioneers
  c. Bohemian Mix
  d. Up & Comers
  e. Non-traditionalists


Anna

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Reply #1 on: Jun 29, 2018
Answer to Question 1

Reach represents the percentage of the target audience that is exposed, at least once, during a specified time frame to the vehicles in which an advertising message is inserted. Frequency signifies the number of times, on average, during the media-planning period that members of the target audience are exposed to the media vehicles that carry a brand's advertising message. An advertiser that is introducing a new product, for example, might be interested in maximizing reach at the expense of frequency.

Answer to Question 2

b


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