- total amount of credit committed to a single borrower, or to a single country if external debt is considered.
- in foreign exchange and futures market trading, the potential for suffering a gain or loss from fluctuations in market prices.
- bank's risk of suffering a loss when it credits a customer's account before funds are collected from the payer. This is called a daylight overdraft in wire transfer systems.
Finance: amount that one can lose; generally cash and notes payable. See also at risk
Marketing: advertising, whether free or paid, of goods or services that are for sale. Market exposure is provided through such media as radio and television, newspapers, and billboards.
extent of risk.
possibility of loss. The most cost efficient way to purchase insurance is to insure an unexpected loss with a low probability of occurrence. Insuring a loss with a high probability of occurrence means swapping dollars with an insurance company, since the premium charged would reflect the expected probability of loss. Expense and profit loadings would also be added by the insurer.
Advertising: presentation of a promotion piece or advertisement to an individual, such as a person viewing a television commercial or a reader opening a magazine to an advertisement page. The number of exposures achieved is an important measure of the effectiveness of an advertisement if it is measured in conjunction with the quality of the exposures achieved. For example, if a golf club advertisement is exposed to 1000 golfers, it has greater value than if it is exposed to 1 million nongolfers. See also media reach.
Photography: point in the photographic process during which lightsensitive film is exposed to a light source. See also f stops.
