Media plans should reach the right people, the right amount of times. When that isn’t always possible, there’s one question to ask: Should your media plan deliver reach or frequency?
There are plenty of variables that need to be taken into consideration when creating the best possible media plan.
From the budget assigned to the campaign to the target audience and the (always) unique goals of the organisation for whom the media plan is being created. Even within a single brand, goals change from campaign to campaign – ergo no two plans are the same.