Explain the relationship between reach, frequency, continuity and the media budget.

1. Reach: This refers to the total number of different people or households exposed to a particular media schedule at least once during a specific time period. It is usually measured as a percentage of the target market. The higher the reach, the larger the number of people that see the ads, and the higher the media budget.

2. Frequency: This refers to the number of times the average person or household in the target audience is exposed to the media schedule. High frequency can increase the recall rate of the advertisement, but it also increases the media budget because more ads or longer duration ads cost more.

3. Continuity: This refers to the pattern of scheduling the media over the course of the campaign period. It could be continuous, flighting (intermittent), or pulsing (a mix of both). Continuous scheduling may require a higher media budget because the ads are running consistently, while flighting may be more budget-friendly as it allows for breaks in the ad schedule.

4. Media Budget: This is the amount allocated for the purchase of media time and space. It is directly influenced by the reach, frequency, and continuity of the campaign. A higher reach and frequency, and continuous scheduling, will require a larger media budget. Conversely, a smaller reach and frequency, and flighting or pulsing scheduling, may allow for a smaller media budget.

In conclusion, reach, frequency, and continuity are all factors that determine the media budget. They need to be balanced to effectively deliver the advertising message to the target audience while staying within budget constraints.