The frequency and timing of advertising message exposures plays an important role in advertising campaign management, specifically media planning. However, when planning an advertising campaign, this is not as important as addressing questions about the advertising goal (what is to be achieved), the target groups (who is to be reached), and the budget (amount). The question at the heart of the overall strategy is how many exposures are ideally needed to reach a target person and within what time frame (→ Advertisement Campaign Management; Advertising Strategies; Media Planning).