Question

Why is it important that a media planner knows whether reach or frequency is the main objective of a media plan? 

   Why is it important that a media planner knows whether reach or frequency is the main objective of a media plan?
Marketing Communications: Brands, Experiences And Participation
Marketing Communications: Brands, Experiences And Participation
Chris Fill 6th Edition
Chapter 24, Problem 4 ↓

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Reach refers to the total number of different people or households exposed to a media plan at least once during a specific period. Frequency, on the other hand, refers to the number of times an individual is exposed to the media message within that same period.  Show more…

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Why is it important that a media planner knows whether reach or frequency is the main objective of a media plan?
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