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Roberto Quezada wrote:
> 
> Sorry Adam, I'm still not clear. (on impressions)

Technically speaking, the term in the marketing world is usually "gross
impressions."  It is used to gauge the combination of the reach of ads
and frequency of "exposure" to the ads.  It is used for almost any
medium (TV, radio, print, outdoor), though more commonly with outdoor
and broadcast.  It is defined as the sum of all possible exposures to an
ad.  "Gross" is used because the same person can be counted more than
once if exposed more than once.  Thus if 100 people have an opportunity
to see an ad an average of two times each, the gross impressions is 200
(2 x 100).

Adam was right.  As with other media, it does not mean people actually
looked at the ad. They merely had an opportunity to see the ad.  
 

-- 
Riley Kirby
President , Interactive Marketing & Research
704-643-5855
E-mail: orileyk@inter-active.com
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