Specifying advertising objectives step in developing advertising is most helpful in selecting media and evaluating a campaign.
The basic elements of planning are: 1) the product itself and its benefits, 2) the customer and its characteristics, 3) the relative merits of alternative ways in which the customer can learn about the product, and 4) the resulting optimization. Determining budgetary constraints.
Media Cost: In most cases, media cost is an important factor in media selection. Advertising in certain media is expensive. For example, television and radio advertising. Advertising in magazines and newspapers is generally considered cheap.
The media planner determines the advertising plan, including the specific time and duration of the advertisement.
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