Which term refers to the measure of consumer exposure to marketing communications?

The term that refers to the measure of consumer exposure to marketing communications is "Reach." This concept focuses on the total number of different people or households exposed to a particular advertisement or marketing campaign within a specified period. Reach is crucial in understanding how many unique users encounter a brand's message, which allows marketers to evaluate the breadth of their communication efforts.

While other terms relate to different aspects of marketing communications, they do not specifically refer to exposure. Frequency, for instance, measures how often an individual is exposed to the marketing message, while engagement typically relates to the interaction level and connection that consumers have with a brand or its content. Impact pertains to the effectiveness or influence of the marketing message, rather than the sheer number of people who see it. Hence, Reach effectively summarizes the measure of consumer exposure to marketing communications.