Reach and Frequency Rule

The Reach and Frequency Rule is a guideline used in advertising to ensure a campaign effectively reaches the target audience. "Reach" refers to the number of unique people who see the ad, while "Frequency" is how many times each person sees it. The rule suggests balancing these two: reaching enough people (reach) with enough exposures (frequency) to make the message memorable without overspending or causing fatigue. For example, it might aim to reach 70% of the audience with at least 3 exposures each, ensuring the campaign is both broad and impactful.