27. __________ measures how many times average person is exposed to a message during an advertising campaign.

a. Frequency

b. Reach

c. Listener statistics

d. Coverage

e. Exposure

28. When we analyze positioning in marketing, we are referring to

a. specifically, sustainable growth of market share

b. sustainable competitive advantage (SCA)

c. the picture of a product or service in the mind's eye of the customer

d. how a particular brand is valued by its owner or producer, over time

e. persuasive language motivating the customer to buy