1. General: State or condition of being unprotected and open to damage, danger, risk of suffering a loss in a transaction, or uncertainty.
2. Advertising: Degree to which an audience (readers, listeners, viewers, visitors to a website) is in receipt of a promotional message.
3. Banking: (1) Total amount of unsecured loans; (2) Total amount of loans advanced to a single borrower, group, industry, or country; (3) probability of loss from devaluation, revaluation, or foreign exchange fluctuations.