Reach refers to the number of different people exposed to an advertisement in a given period of time at least once. While frequency is the number of times a person is exposed to advertising during a given period of time. To simplify, coverage focuses on as many people as possible and frequency focuses on fewer people but more often (Belch, Belch, & Guolla, 2008, p. 276). When planning media you need to predetermine whether reach or frequency is more important for the specific product or message. New products or brands usually require high levels of reach to allow the greatest number of people to receive the message in the shortest time possible and create brand awareness. While frequency is necessary when the message is not easy to remember or requires some sort of action from the consumer within a limited time (Belch, Belch, & Guolla, 2008, p. 291). The science of media buying involves analyzing previous statistical data. data collected and used for cost analysis and market research. This allows you to base decisions on facts such as the size of the target market, gender, age, income and so on, while also taking into account the direct costs involved with each medium. Once the campaign is finished, the science of media buying allows you to measure the results against the predictions made (Engelbrecht Advertising, 2011). The art of media buying takes into account consumer behaviors and preferences and then examines how these relate to the product or service. be advertised. You may know that your target market is males between the ages of 18 and 24 with a minimum income of $25,000, but now all consumers who fall into this target are the ones who will purchase your product or service. You also need to know how they arrive at a purchasing decision, where they purchase...... means of paper ...... in their retail stores and advertising signs and the message on sales promotion print ads. This provides a consistent message across all aspects of their IMC campaign. Strengths: • Allows you to reach consumers on so many different levels while delivering the same message through “Talk to Kal.” With such a simple and easy message that sticks in consumers' heads, it becomes difficult to forget it when in need of vehicle-related things. • Billboard delivers the message as the consumer drives their vehicle, which is what Kal Tire can help with. • Made Kal Tire seems very helpful and customer oriented.• Creates a good mix of coverage and frequency across all aspects used. Weaknesses:• In larger urban centers that may not be familiar with Kal Tire, the consumer may not know who "Kal" is. • The campaign seemed aged as it had been going on for quite a long period of time.