The number of advertising goals is almost endless. There is no one best advertising medium for achieving all goals. The prudent advertiser decides which advertising medium works best for each goal. Carefully consider each advertising option. Develop a score sheet to help in the selection of the advertising medium and rank each advertising option from best to worst.
Different customers respond to different types of media.
Consider each target customer group and the most effective medium to reach that group. Develop a mix of types of media. Be cautious of putting all advertising dollars into one effort. The Advertising Budget For most operations, an advertising budget should be planned to cover a 12-month period that helps the producer look ahead and gives enough time to measure results. For planning purposes, the dollar amount designated for advertising should always be expressed as a percent of anticipated sales.