# Words that must stay distinct

Subject: Advertising and Public Relations

Exam: M2

Reader: https://deep-learning-study-room.vercel.app/apr/#m2/formulas/facts/vocabulary

Canonical: https://deep-learning-study-room.vercel.app/read/apr/m2/formulas/facts--vocabulary/

M2 and TEE · media measures

| Term | Exact distinction | Example |
| --- | --- | --- |
| Reach | Distinct people exposed at least once | One person seeing three ads still adds one to reach. |
| Impressions | All exposure opportunities, including repeats | That person contributes three impressions. |
| Frequency | Average repetition among reached people | Three impressions ÷ one reached person = three. |
| Rating | Audience of a placement/programme as a percentage of its target universe | 20,000 out of 100,000 = 20 rating points. |
| Awareness | Knowing or recognising the brand | Measured recognition in a survey; not simply an impression. |
| Brand equity | Value added by brand associations | Familiar reliability may create preference. |
| Positioning | Intended place relative to alternatives | Reliable scheduled delivery for busy workers. |
| Objective | Specified change sought | Awareness from 20% to 40% in eight weeks. |
| Strategy | Overall approach | Demonstrate an important supported benefit. |
| Tactic | Specific execution | A short product demonstration in a selected channel. |

**Yaad rakho:** Log alag gino = reach; baar-baar dikhna = impressions; per person average = frequency.