DECA Sports and Entertainment Marketing Practice Exam

When calculating potential audience reach using frequency, what does it result in?

1. Estimated gross profit

2. Total gross revenue

3. Estimated total potential audience

4. Projected sales income

The correct answer is: Estimated total potential audience

When calculating potential audience reach using frequency, the result is the estimated total potential audience. This concept is rooted in media planning and marketing, where audience reach refers to the total number of different people or households exposed to a marketing message over a specific period. Frequency, on the other hand, represents how often that audience sees or experiences the marketing message. By multiplying the reach by the frequency, marketers can estimate the total potential audience that has been exposed to their messaging. This helps in understanding the breadth of exposure a campaign may achieve and assists in planning subsequent marketing strategies. This calculation is crucial for accurately assessing the impact of advertising efforts and for making informed decisions on budget allocation, timing, and channel selection for future campaigns.