Investment Management Certificate (IMC) Practice Exam

What does gross impressions measure in advertising?

1. The total revenue from advertisements per campaign

2. The total audience exposed to ads regardless of frequency

3. The effectiveness of a single advertisement

4. The unique individuals who saw an advertisement

The correct answer is: The total audience exposed to ads regardless of frequency

Gross impressions are a metric used in advertising to quantify the total number of times an advertisement is seen or displayed. This measurement takes into account every instance the ad is shown, making it distinct in that it does not adjust for how many times the same audience member might see the ad. Therefore, it reflects the overall exposure to the advertisement among all individuals, regardless of whether they have seen it multiple times or not. This metric is crucial for advertisers who want to understand the potential reach of their campaigns. It provides insight into the scale at which an advertisement is being presented and helps in gauging overall advertising effectiveness. Unique individuals who have seen the advertisement, as well as the frequency of views, are not considered in this total; instead, each instance of the ad display contributes to the gross impressions count. In contrast, the other options do not accurately define gross impressions. Total revenue from advertisements refers to financial outcomes (not exposure), the effectiveness of a single advertisement focuses on its impact rather than simple views, and the unique individuals who saw the advertisement would be more aligned with metrics like reach, rather than gross impressions.