- What is the business trying to achieve, for example, informative or persuasive? Boost sales or build brand loyalty?
- The promotion budget available and the cost of methods
- Target audience and the best way to reach them
- Customer expectations, tastes and fashions
- Brand image of the company
- Methods used by competition
- Methods complimenting one another
- Legislation, for example, cigarette companies and companies making unhealthy foods face restrictions in the UK on where and when they can advertise
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