title = "Reach and Frequency"

content = """
Reach is the number of unique people exposed to an ad; frequency is the average number of times each person is exposed. Both affect campaign effectiveness and efficiency.

**Reach Goals:** For awareness, maximizing reach exposes the brand to as many people as possible within the target. Reach typically grows with budget but at a diminishing rate (reach curves flatten). Define a reach target (e.g., 70% of target audience) and budget accordingly.

**Frequency Caps:** Limit frequency to avoid ad fatigue and waste. Typical effective frequency ranges from 2–4 for consideration to 4–6 for conversion. Set frequency caps at the campaign or placement level to prevent over-exposure.

**Reach vs. Frequency Trade-off:** With a fixed budget, increasing frequency reduces reach and vice versa. Prioritize based on objective: awareness favors reach; recall and conversion favor controlled frequency.
"""  # noqa: E501

version = "0.0.1"
