Which of the Following Statements Is Most Likely True About

question 91

Multiple Choice

Which of the following statements is most likely true about reach?

• A) Reach is always expressed as a percentage.
• B) Reach measures the intensity of a media schedule.
• C) Reach measures the extent of duplicated audience exposure by a media vehicle.
• D) Reach is the number of different households exposed to an ad schedule during a given time period.
• E) Reach refers to the number of times the same person or household is exposed to a vehicle in a specified time span.

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Definitions:

Downward Communication

A form of organizational communication that flows from higher levels of management to subordinate levels.

Grapevine Communication

Informal information exchange among people in an organization, often involving rumors or unsubstantiated facts.

Downward Communication

Information flow from higher levels of an organization's hierarchy to the lower levels, often involving directives, updates, or feedback.

Interpersonal Level

Pertaining to or involving relationships between individuals.