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The potential rate (called “CTR” or Click Through Rate in the internet industry): this denotes the number of people who, when exposed to an ad, will actually show an interest in this ad (as a percentage of the total number of people who were exposed to the ad).
- For instance, when you are advertising on a website, the CTR can be defined as the percentage of visitors to the webpage (where your ad is printed) who will click your ad, i.e. those who will show an interest in the product or service you will try to sell them.
- If you are distributing paper fliers in mailboxes, then the exposure rate can be defined as the percentage of people who will actually make the effort to read the flier (instead of just dropping it into the first garbage can).
- When broadcasting an ad on TV, the exposure rate might be defined as the percentage of exposed TV viewers who will consciously watch the ad (instead of just drifting away from the TV set or changing channels).