Factors to Consider Before Coming Up With an Advertising Budget

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

  • Competitor’s activities –we should have parity.
  • The market size/share
  • Available funds
  • The nature of the product the company is selling i.e. 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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