One of three dimensions used in assessing advertising exposure and advertising response, the other two being reach and frequency. Impact is a qualitative concept and difficult to measure precisely whereas reach and frequency are objective and easier to quantify. Thus impact will vary according to the context in which the advertisement appears (which the advertiser may anticipate and seek to control) and the receiver’s selective perception of both the advertisement and its context. Reach defines the number of receivers of an advertisement during a given time period, while frequency measures the number of times each receiver is exposed during the time period.
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