Match the following descriptions with criteria of media strategy.

List-I (Descriptions)	List-II (Criteria)
a. Concept of aligning communication activity to coincide with peak potential consumer exposure times	1. Reach and frequency
b. Decision to have a certain message seen or heard and exposing it time and again	2. Scheduling
c. Careful management of effective relationship between media campaign and the cost involved	3. Creative aspects and mood
d. Considering different mediums for communications while developing a campaign	4. Budget considerations