___________ is the number of people an advertiser will meet with its message.

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

Answer: (A)

Reach refers to the number of unique individuals who will be exposed to a message at least once. It focuses on how broad the audience is, counting each person only once. This contrasts with frequency, which measures how many times the average person is exposed, and with impressions, which sum all exposures, including multiple views by the same person. Exposure is a general term for being exposed to an ad, but when we want the count of distinct people reached, reach is the precise metric. For example, if 100,000 different people see a campaign, the reach is 100,000. If each person sees the ad about 3 times, the frequency is about 3 and total impressions would be around 300,000.