Effective reach refers to the
A. percentage of a media vehicle's audience reached at each effectual frequency increment.
B. percentage of people in the primary target audience a media buy reaches effectively.
C. number of times an ad appears in prime-time television.
D. percentage of people who see and respond to an ad through purchase action.
E. percentage of people in the target audience who can recall an ad after being exposed to the ad once.
Answer: A
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