Marketers measure the ______ of exposure by how often the audience is exposed to a communication within a specified period of time.

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

Answer: (A)

The main idea is tracking how often the audience encounters the message within a set period. That measure is frequency—the average number of times each member of the audience is exposed to the communication during the specified time. It differs from reach, which counts how many individuals see the message at least once, and from impressions, which tallies every exposure (so multiple views by the same person add up). ROMI is about the financial return of the campaign, not exposure frequency. For example, if 100 people see the ad and each sees it 3 times, reach is 100, impressions are 300, and frequency is 3.