______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once

• A. Reach
• B. Frequency
• C. Impressions
• D. GRP

Answer: (B)

The concept being described is reach—the percentage of the target population that is exposed to the marketing message at least once. Reach answers the question of how much of the audience sees the ad at least one time, usually expressed as a percentage of the target group. It’s different from frequency, which measures how many times, on average, each exposed person sees the message. Impressions count every exposure, including multiple views by the same person, so they can exceed the number of unique individuals reached. GRP combines reach and frequency into one metric, typically calculated as reach percentage multiplied by average frequency. So the description focuses on the portion of people reached, not on how many total exposures or how often they occur.