Media: Planning

It is important to balance your media correctly to make it effective and efficient. A thing to remember is that each advertising campaign might not necessarily need the same media plan. In small businesses I tend to think the focus should be on frequency rather than reach simply because if you are a local business in a small community, people will hear your message, and you're not trying to target people outside your area so why pay for it. By going with frequency, you hit your target area over and over again. Does anyone else agree with me?