– What is the media strategy? Is it reach? Frequency? Both?
In determining the best combination of media strategies, it is important to strike a balance between Reach and Frequency. Moreover, each of these components also depends on the type of media used in advertising. The reach describes the total number of people who are exposed to the advertisement message at least once in a given time period, which is usually one month. Frequency on the other hand, is the mean numbers of times that people are exposed to an advertisement message during a given time frame, which