Miller Advertising Brothers Scott and Dave Miller own a small but successful advertising agency on the outskirts of town. Miller Advertising was started eight years by Scott and Dave. Today, the company has a total of five advertising associates. Scott and Dave meet for one of their monthly business meetings to review their client portfolio and assign projects to the rest of the team. They are particularly concerned about a bank client that has received criticism and negative publicity in recent months. Answer the following question based on the scenario described above. For each television commercial that Miller develops, Scott and Dave follow-up every month to determine the number of target consumers exposed to the commercial at least once during the four-week period. This is referred to as the commercial's:

a. Pulse

b. Frequency

c. Media mix

d. Reach

e. Cost-per-contact