Reach- In advertising and digital marketing analysis, Reach refers to the total number of unique people or households exposed, at least once, to a medium during a given period. Reach should not be confused with the number of people who will actually be exposed to and consume the advertising. In other words, reach is the number of unique users who saw the digital advertising at least once.

Grotesk - The common German name for sans serif faces, as opposed to “Antiqua” which means serif face (a small line or stroke regularly attached to the end of a larger stroke in a letter or symbol within a particular font or family of fonts.

Serif - A short line or finishing stroke that crosses or projects from stems or strokes in a character. Serifs have many shapes, including hairline, bracketed, wedge, and slab. Fonts without serifs are called “sans serifs.