Know-How Exchange : Strategy

Hi, Sharon

It would really depend upon budget and campaign.

I work with small businesses, so for me it would be a budget-driven decision. I would select the most appropriate media for marketing to my target and/or testing my message for each phase or the campaign. The actual cost of the media will be your bottom line percentage costs, that is, what percent of the determined budget you will slate for a particular media and campaign goal. Creativity plays a key role in selecting media as well, that is, creative use of the budget. Putting a campaign together, you would select your "Plan A" media and determine costs for total budget "needed/requesting/proposing," Plan B", etc. to continually scale down the cost of the project while working toward your goal and having the budget approved and/or the campaign within the budget.

Marketing-Riot