What does frequency measure in advertising?

In advertising, frequency specifically measures how often a target audience is exposed to a particular advertisement over a specified period. This concept is crucial in understanding the potential effectiveness of an ad campaign because it assesses the potential repetitive exposure that consumers have to the messaging. High frequency can reinforce brand recognition and recall, ultimately influencing consumer behavior and purchase decisions.

While other options touch upon important aspects of advertising—such as reach, which pertains to the number of unique individuals targeted, or expenditure, which relates to the budget allocated for ads—they do not address the frequency of exposure, which is critical for assessing the impact of an advertisement. Thus, the understanding of frequency helps marketers strategize their media plans effectively to ensure optimal engagement with their audience.