FACTORS to CONSIDER BEFORE COMING UP WITH an ADVERTISING BUDGET

Principles and Practices of Marketing

An organization needs to budget in order to ensure that its expenditure does not exceed its planned income.

  • Competitors activities –we should have parity.
  • The market size/share
  • Available funds
  • The nature of the product the company is selling ie consumer or industrial goods.
  • Prevailing government policies.
  • Frequency of the advert-this is important because adverts are charged differently according to the timings of the day/night times.



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