Before purchasing insurance we have to go through different factors. Among different important factors there are two most crucial aspects we should consider before buying insurance. They are effective reach and effective frequency. In the view of promotional management, effective frequency means the total count of times an object audience should be depicted in order to attain a specific goal. On the other hand effective reach signifies the minimum number of existing exposures. And it is observed that if there are a very few exposures, it will fail to achieve its specific goal; however too many exposures are also not good because it waste resources.

Insurance planners generally use the term reach in order to decide their aim intended for the net count of persons depicted to their plan. Reach has three basic characteristics and one of the most important aspects with respect to insurance. These basic characteristics of effective reach are: (1) it is basically a percentage but it hardly uses the percentage sign. (2) Effective reach is always related to some time period. It describes exposures over a particular period of time. (3) Now if the plan consists of multiple exposures of people, effective reach will not count it.

It has been observed that every year a search party conducts a survey about "Recall and Readership". This implies that it is the survey about finding most remembered ad, and the ad will be then printed repeatedly in the insurance journals. This helps in keeping potential clients in the market and the important ads are also being viewed again and again. This is the frequency effect. So that means the frequency effect is the most desired as has been chosen by the people. So it is the main advantage of effective frequency while choosing an insurance plan. Sometimes it is also seen that a simple plan, no fancy at all, is successful just because of frequency effect. So from the above discussion it can be concluded that effective reach is the dispersion of the promotional management on the other hand effective frequency demonstrates about the repetition of the effective plan.   And other important thing is that for achieving a particular goal if we can set the effective frequency properly then only the reach in the effective frequency level will be called as effective reach. So in my point of view for purchasing insurance plan considering effective frequency is more important.