Bob is an ad man. He is having a meeting with a client to show a preliminary presentation of the campaign to the client. Display-type lettering is used. What is this called? - Bob wants to indicate to his client "How many households potentially will see your ad"; this measure is called? - Bob also wants the client to be aware of the "Number of Exposures to an ad"; this measure is the _____ of the ad. - Bob explains to his client that for the average consumer there are only five to nine things that underlie attitudes about a particular brand which are the critical determinants of those attitudes. These are the customers' _____. - Bob's client is K-Mart. They want to put high gloss, high quality, multi-color fliers in the Sunday Paper. This High cost method of printing uses a mat or plate; There is a manufacturing facility that uses this method that Wiltsie mentioned in class that is near Louisville. This printing method is called ________. 

A. Semi-Comp

B. Reach

C. Frequency

D. Salient Beliefs

E. Gravure