Traditional wisdom suggests that reach is a more important variable than frequency.

Question

Quizplus · Accepted Answer

Reach and frequency are both important variables in advertising and marketing, but their importance varies depending on the campaign goals. Reach is the number of different people exposed to an ad, while frequency is the number of times those people see the ad. The balance between the two depends on whether the goal is to build awareness (favoring reach) or to reinforce a message (favoring frequency).

Traditional Wisdom Suggests That Reach Is a More Important Variable