One major challenge for low-budget advertisers is to increase reach and mental availability. Brands with low budgets should focus on original thinking and creativity to generate fame beyond their means, while aiming to deliver Excess Share of Voice (ESOV). In terms of channel choices, brands with low budgets should get the most out of ‘owned’ and ‘earned’ media, and consider partnerships and influencers. Video of all kinds is highly effective, and even low budget brands can now aspire to TV.
Definition
There is no single definition for 'low budget', as media costs vary by market. WARC generally defines low budgets...