With respect to reach objectives, planners must decide what proportion of the target market need to be exposed to the advertising message. It is not always be necessary to reach 100% of the target market. For new brands or brands with very low levels of awareness, it may be desirable to reach every member of the target market. However, for reminder type campaigns lower levels of reach may be all that is required. Reach objectives are normally framed in terms of a percentage of market. For example, a reach objective might read; "To reach 50% of women aged 18-25 years."