December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 49 Reach
Measurement Need
To evaluate the size of the audience reached at least once during an ad campaign.
Solutioni
Reach is the number or percentage of people in the target audience reached by a single exposure (advertisement) in a given period of time. An exposure is defined as an opportunity for members of the target audience to see or hear a particular ad. This does not mean that the target audience actually sees or hears the ad. For example, your company may advertise on television, but that does not mean that the target audience sees it. When a member of the target audience actually sees or hears an advertising message, this is known as an impression. Internet advertising refers to this as a view.
As a brief illustration, ...
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