- There is no simple answer to this question, as objectives and target audience will determine media used, which in turn will influence investment levels – but there are key principles marketers can adopt to help the decision-making process.
- By looking at the issue from several viewpoints it becomes much easier to balance the risks of investing too little against the risks of investing too much.
- Start by collecting as much information as possible and make sure this information is not short-term only, as this can mean you ignore the bulk of your brand's advertising effectiveness.
- To cost...
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