Re: Impressions and Ad Rates

Michael Tchong (mtchong_at_ipro.com)
Mon, 29 Jul 96 16:30:55 -0700

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Upon further investigation, I've come across the following definition for
"impression."

Impression represents one person's opportunity to be exposed to a
program, newspaper, magazine or outdoor location. Impressions measure the
size of the audience either for one media vehicle (one announcement or
one insertion) or for a combination of vehicles as estimated by media
research.

>From "Advertising Principles and Practice" by Wells/Burnett.

As I mentioned in my previous post, impressions, for all intents and
purposes, is equivalent to exposures.

Michael

editor, CyberAtlas http://www.cyberatlas.com 415.975.3406
I/PRO 785 Market St., San Francisco CA 94103
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