Future Business Leaders of America (FBLA) Advertising Practice test

What is the term for the number of times a person is exposed to an advertisement?

1. Frequency

2. Reach

3. Span

4. Gross impression

The correct answer is: Frequency

The correct term for the number of times a person is exposed to an advertisement is frequency. Frequency measures how often an individual sees or interacts with a particular advertisement over a specified period. It is a crucial concept in advertising because it helps advertisers understand the likelihood of their message being retained by the audience. The higher the frequency, the more times the audience is exposed to the ad, which can increase brand recognition and recall. In contrast, reach refers to the total number of different individuals or households exposed to an advertisement over a specific time, rather than how many times any individual has seen it. Span is not a standard term used in advertising metrics, and gross impressions total the number of times an advertisement is displayed, counting multiple exposures. While gross impressions also relate to exposure, it does not specifically pertain to the impact on an individual level, which is what frequency focuses on. Therefore, frequency is the most accurate term for what the question is asking.