 Even though, choosing a target market for reach in media planning could be a very successful way to get to the potential customers of the brand, but this method leaves out potential customers outside of the target market; Customers the brand thought were not important to reach to (Ossi, 2015).Smart businesses also reach outside of their targeted market in order to know other segments that could be targeted (Ossi, 2015).Therefore, starting with a broader reach and then choosing target markets would be a much-informed decision; derived from actual data rather than just assumption.