How is 'frequency' defined in the context of advertising?

In the advertising context, 'frequency' specifically refers to how often the same individual is exposed to a particular ad within a specified timeframe. This metric is crucial because repeated exposure can significantly influence a viewer's familiarity with a brand and their likelihood to engage or purchase. A higher frequency might lead to better brand recall and a stronger impact on consumer behavior.

The other options do not accurately capture the concept of frequency. For instance, the total reach of an ad campaign describes the number of unique individuals exposed to the ad, while the number of different ads shown to one person focuses on the variety of messaging rather than repetition. The overall cost of an ad campaign pertains to the budgetary aspect and is unrelated to how often someone sees a specific ad. Understanding frequency is vital for advertisers who aim to effectively balance reach and engagement in their campaigns.