Question

Select the correct answer. Which advertising parameter refers to how often an advertisement repeats during an advertising campaign? A. continuity B. reach C. weight D. frequency

Answer 1

Frequency refers to how often an advertisement repeats during an advertising campaign.

Option D

Explanation:

Frequency can be defined as the average times the customer or user sees the company or firm's ad. It is one of the most essential element in the success of any ad campaign.

The frequency is calculated by the following formula,

$\text{Frequency} = \frac{\text{Gross Rating Points}}{\text{Reach percentage}}$

where Gross rating points is size of advertising campaign with a schedule or medium and Reach percentage is the percent of population who are exposed to the spot at least once.

Answer 2

Answer:

A. continuity

Explanation:

Continuity refers to the repetition pattern of advertisements in an advertising campaign. Advertisers repeat advertisements in a campaign in three ways: continuous, pulsing, and flighting. In the continuous method, ads are played regularly throughout the campaign. In the pulsing method, advertisers repeat advertisements in a varying pattern that differs in frequency over time. In the flighting method, the frequency varies drastically so that in certain months the advertising expenditure will be very high, and in other months it may be zero.