After choosing the message, the advertisers‟ next task is to choose media to carry it. Media selection involves finding the most effective media to deliver the desired number of exposures to the target audience.
Rate: the number of different persons or households exposed to a particular media
schedule at least once during a specified time period.
Frequency: the number of times within the specified time period that an average person or household is exposed to the message.
Impact: the qualitative value, of an exposure through a given medium.
The media planner has to figure out, within the given budget, the most effective combination of reach, frequency, and impact. Reach is most important when launching new products, extensions of well known brands, or infrequently purchased brands, or going after an undefined target market. Frequency is most important where there are strong competitors, a complex story to tell, higher consumer resistance, or a frequent – purchase cycle.