What does frequency measure in advertising?

Frequency in advertising is a critical metric that indicates how many times an individual in the target audience is exposed to a specific advertisement during a campaign. This measurement helps marketers understand the repetitive impact of their ads on consumers and can significantly influence the effectiveness of an advertising strategy.

When frequency is properly managed, it ensures that the target audience receives sufficient exposure to the message, increasing the likelihood of brand recall and engagement. If frequency is too low, potential customers may not remember the product, while excessively high frequency can lead to ad fatigue, where the audience becomes annoyed or disengaged.

In contrast, the other choices describe different aspects of an advertising campaign. The total number of advertisements in a campaign relates to the breadth of reach rather than how often each person sees each ad. The number of sales made from a promotion measures the outcome of marketing efforts rather than the exposure metric. The amount spent on marketing refers to the budgetary considerations of an advertising effort, which is distinct from the frequency of exposure. Thus, understanding frequency is essential for optimizing advertising effectiveness and ensuring that the right amount of exposure is balanced with the cost and overall strategy.