Actions that meet these objectives are taken into consideration with following criteria; media mix, target market, coverage consideration, geographic coverage, scheduling, reach & frequency, creative aspects & mood, flexibility, or budget considerations. Each of these criteria are explained briefly below: The final phase in the media plan is to evaluate the effectiveness of the plan and determine what follow-up is required. It is important to assess whether each individual marketing and media objective was met, as if they were successful it will be beneficial to use a similar model in future plans. Media planning's major steps include:    Reach and frequency are important aspects of an advertising plan and are used to analyze alternative advertising schedules to determine which produce the best results relative to the media plan's objectives. Generally speaking, you will use reach when you are looking to increase your consumer base by getting more people buying your product and you will privilege frequency when you need to narrow down your communication to a more specific audience but need to increase the number of times they could be exposed to your message in order to generate a change in behavior. Calculate reach and frequency and then compare the two on the basis of how many people will be reached with each schedule and the number of times the ad will connect with the average person. Let's say the ad appeared in each of four television programs (A, B, C, D), and each program has a 20 rating, resulting in a total of 80 gross rating points. It is possible that some viewers will see more than one announcement—some viewers of program A might also see program B, C, or D, or any combination of them. For example, in a population of 100 TV homes, a total of 40 are exposed to one or more TV programs. The reach of the four programs combined is therefore 40 percent (40 homes reached divided by the 100 TV-home population). Researchers have charted the reach achieved with different media schedules. These tabulations are put into formulas from which the level of delivery (reach) for any given schedule can be estimated. A reach curve is the technical term describing how reach changes with increasing use of a medium. Now assume the same schedule of one commercial in each of four TV programs (A, B, C, D) to determine reach versus frequency. In our example, 17 homes viewed only one program, 11 homes viewed two programs, seven viewed three programs, and five homes viewed all four programs. If we add the number of programs each home viewed, the 40 homes in total viewed the equivalent of 80 programs and therefore were exposed to the equivalent of 80 commercials.