The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.
a) gross imperssions.
b) frequency.
c) attention value.
d) effective reach.
e) gross rating points.

Gross impressions refer to the total amount of times a group of individuals (or households) that are exposed to a certain advertisement during a given media schedule or program.

A single individual might be exposed several times to the same advertisement, therefore the number of gross impressions may exceed the total audience of the media.

Gross rating points measure the audience of a media while gross impressions measure the number of times the audience is exposed to a certain advertisement.

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period. a) gross imperssions. b) frequency. c) attention value. d) effective reach. e) gross rating points.

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The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period.
a) gross imperssions.
b) frequency.
c) attention value.
d) effective reach.
e) gross rating points.