Mackenzie_Chp. 10

Budget Considerations 

In chapter 10 the book talked about how one of the most important decisions in the development of media strategy is cost estimating. The value of any strategy can be determined by how well it delievers the message to the audience with the lowest cost and the least waste. We have already explored a number of factors, such as reach, frequency, and availabilty that affect this decision. The marketer tries to arrive at the optimal delivery by balancing cost with each of these. Advertising and promotional costs can be categorized in two ways. The absolute cost of the medium or vehicle is the actual total cost required to place the message. Relative cost refers to the relationship between the price paid for advertising time or space and the size of the audience delievered.

https://www.thebalance.com/low-cost-marketing-ideas-2948325