Tag: newspaper advertisement

Posted on

The History of Newspaper Ads

Newspaper advertisements have been part of our life since the emergence of the first newspaper in the 16th and 17th century. Newspapers carried advertisements to cover the cost of publishing and distribution. Since then reading newspapers and along with that checking out ads published in them has been a day to day affair for us. Various innovative men, women and businesses for the last five centuries have contributed to the art of advertising and therefore even today innovative newspaper advertisements draw awe from the public.  

Very early newspapers were weeklies published in European countries like Venice, Germany and Holland and they mostly contained news of war and politics. The first daily newspaper was Daily Courant published in Britain from 1702 to 1735. From the very beginning, all newspapers carried commercial ads but with the publishing of daily newspapers, the flow of newspaper advertisements gradually began to rise. Promotion of books and medicines were the first commercial newspaper advertisements but by mid 17th century it was observed that advertisement of various other products became a trend. By the 19th century La Presse, a Paris newspaper started relying upon advertisements to lower its sale price. In the United States, the Boston News Letter became the first newspaper which began carrying advertisements.

The first English weekly to print in India was Hickey’s Bengal Gazette also known as Calcutta General Advertiser. It was in fact the first English weekly to publish in Asia. This newspaper started its journey in 1780 and ceased to exist in 1782 but the seed of newspaper commercial advertisements were sown in India with this publication. Later, with the publication of various other newspapers notably The Bombay Times and Journal of Commerce which is now known as The Times of India, in 1838 and The Hindu in 1878, newspaper advertisement began to rise. 

Classified Advertisements in newspapers were originally published free of charge and trace their history back to 1763. They were known as “want” ads at that time. By the end of 18th century, Morning Herald of London began to categorize classified ads as “To be let”, “To be sold”, “Want places”, “Sale by Auction”, etc. Since then almost all London newspapers were publishing Classifieds regularly. The first newspaper to have a special department for Classified Advertising was the Philadelphia Public Ledger which started around the end of the U.S Civil War in 1865. These classified ads were of affordable cost and allowed individuals to reach out to masses. The biggest category was that of Medical where quack medicine and remedy ads were published.

During the late 19th and early 20th Century, newspaper advertising began to climb its height throughout the world as well as in India. Advertising was established as a profession and there was the growth of Advertising Agencies. Volney B. Palmer set up the first advertising agency in Philadelphia. In India, B. Dataram and Company established the first advertising agency in 1905 followed by The India-Advertising Company, the Calcutta Advertising agency and S.H. Bensen. Apart from imparting product information, there was a rise in creative designing and innovative marketing in these new generation newspaper advertisements.

The periods of World Wars saw a rise in newspaper ads. During the World War II newspaper advertising increased as men left their employment to join war efforts and newspapers were filled with “Position Wanted” and “Help Wanted” ads. As per a record, 51% of newsprint was occupied with classifieds in 1943 United States. During this period, we can see the revolutionary genius of advertising David Ogilvy stating his own advertising agency. In India, during this period, when the freedom movement gained momentum, there was a rise in creative newspaper advertisements asking Indians to buy Swadeshi products boycotting products from the British Empire. 

After independence, due to the Socialist political environment in India of 1960-1970, there was decline in newspaper advertisement due to regulations and tax regimes. In other parts of the world, due to health concerns and social ethics, various types of advertising were banned or restrictions were imposed.  However, in India, it gained momentum after 1970 and thereafter in 1980, due to opening up of the economy; there was expansion of newspaper advertising. Various advertising agencies came into existence and the corporate sector increased their advertising budgets.

During the 1990s, we can see the advent of the World Wide Web which, within a decade, was a household tool. By early 2000, leveraging this technology, many companies started online marketing and advertising. There were websites especially developed to cater for business hiring needs or matrimonial match making. While this came up as a threat to newspaper advertising worldwide, in India we still had a high number of people who were dependent upon newspapers for their daily dose of news especially the elder generation, the middle class and the rural population. Advertising in newspapers was still a good way to reach out to the Indian masses. However, individuals and businesses were looking forward to an option where they could sit at home or their office and book a newspaper advertisement with trustworthy and transparent rates.

In 2009, an Indian start up releaseMyAd came into existence. This website www.releasemyad.com was innovative and combining the power of internet technology, it allowed booking advertisements in newspapers. This idea was itself revolutionary and never thought of previously. People in India had to get in touch with local grocer’s stores to get a classified ad published in a newspaper that too with dubious rates and no customer service.

releaseMyAd, with its relentless  development and innovative ideas, developed a platform where not only classifieds but display ads can be created and booked in any newspaper throughout India with few mouse clicks. This self serve portal has brought newspaper ad booking to an advertiser’s doorstep. Additionally, it has excellent customer support which attends to every customer who faces booking issues in the website. The growth and success story of releaseMyAd truly deserves a chapter in the history of newspaper advertising. releaseMyAd customer support team can be reached through the Phone/ WhatsApp No. 9830629298 or email id book@releasemyad.com. Online chat support is also available on the website 24X7.

Posted on

The 10 Dominating Newspapers Of The World

In the view of Henry Ward Beecher, “The newspaper is a greater treasure to the people than uncounted millions of gold”. A source of vital information for the people from all walks of life, newspapers, play an essential role in guiding and shaping public opinion, by making the public aware of all the happenings they should ideally be aware of. 

Newspapers are one of the most powerful means for the expression of news (be it regional, national or international) and interpersonal views, and they educate their readers about the problems faced throughout the world as well as their probable solutions. They are, therefore, an essential means of communication and an absolute necessity in the modern day life.

Let us consider the top ten newspapers across the globe, dominating the world market :

  • The Guardian (UK) :

This British daily, formerly known as “The Manchester Guardian”, was founded on 5 May 1821 by John Edward Tailor, with its headquarters located at Kings Place, London.

  • The Wall Street Journal (USA) :

The Wall Street Journal is an American business-focused, international daily newspaper, with headquarters based in New York City. Founded on 8 July, 1889, the daily’s international editions are also available in Chinese and Japanese. It is known to be the largest circulated newspaper in the US.

  • The New York Times (USA) :

Another extremely popular American daily, the New York Times was founded on 18 September 1851 by Henry Jarvis Raymond and George Jones. Headquartered in New York, the daily prints news from almost every possible field and is undoubtedly, one of the most famous newspapers from the country.

  • The Washington Post (USA) :

This prestigious newspaper, founded on 6 December 1877 by Stilson Hutchins, is one of the oldest and largest newspapers in the USA., and circulates almost half a million copies everyday and a million copies on Sundays. It is known to use the slogan “Democracy dies in darkness”.

  • China Daily (China) :

Headquartered in Cheboygan (Beijing), China Daily is a daily english newspaper founded on 1 June 1981. It is published from Monday to Saturday and circulates almost half a million daily copies. Published by the satellite offices of Hong Kong, United States and Europe, the newspaper well serves all those who wish to improve their English vocabulary.

  • The Times of India (India) :

One of the most circulated English daily newspapers in the world, The Times of India is a prestigious Indian newspaper (formerly known as “The Bombay Times and Journal of Commerce”). Headquartered in Mumbai, it was founded on 3 November 1938 and is the oldest as well as the fourth largest newspaper in India.

  • The Sydney Morning Herald (Australia) :

The Australian newspaper, formerly known as “Sydney Herald”, was founded by Frederick Stokes, Ward Stephes and William McGarvie on 18 April 1831. Published 6 days a week, it is also a national online news brand since 1995.

  • The Asahi Shimbun (Japan) :

Japan’s oldest and largest daily newspaper, the Asahi Shimbun, was founded on 25 January 1879 with its headquarters in Tokyo. It is one of the five national newspapers of Japan and has had a long tradition of reporting on scandals.

  • Dawn (Pakistan) :

Dawn is the oldest and the most widely circulated newspaper in Pakistan.It was founded on 26 October 1941 by Quaid-i-Azam Muhammad Ali Jinnah in Delhi, and its headquarters are located in Karachi. With offices in Islamabad, Karachi and Lahore, it is published by Pakistan Herald publication.

  • Zaman (Turkey) :

Known for being the first Turkish daily that went online in 1995, Zaman, was founded in 1986. It is widely distributed in 35 countries and printed in 11 countries, in over 10 languages and is considered an Islamic newspaper.

So, these were the top ten newspapers from a global perspective. Without newspapers, a society can never develop, grow and prosper. “A little knowledge is a dangerous thing”, and newspapers are the most effective source of spreading awareness and knowledge to one and all alike.

Posted on

The Advantages and Disadvantages of the Advertising Media

The purpose of any advertisement is to express a message, with a view to induce a positive customer action. For effective communication, proper mediums must be put to use.The channel used by an advertiser to communicate the desired message to the target audience is known as the “Advertising Media”.

Advertising Media, can hence be defined as the channel, vehicle or device employed by a business to communicate its promotional content to a larger audience. Traditionally, not many mediums for advertising were available. However due to advancements in communication technology, a number of modern day mediums are also available for advertising.

Let us discuss these advertising mediums in detail, with special reference to their merits and demerits :

  • Newspapers:

Newspapers are the most traditional mediums for advertising employed by all organisations, big or small. Newspaper reading is a common habit all over the world to keep updated with all the latest news. Newspapers continue to be the most reliable source of information which educates and entertains as well. 

Advertise on Newspaper

Advantages of Newspaper Advertising :

  • Newspapers are cheap and can be afforded by most people all over the world, ensuring greater reach and readership. 
  • There is high flexibility in advertising as alterations can be made to the advertisement message regarding the ad size or placement any time before publishing. 
  • Length of the message need not be cut short and the advertiser can communicate as much of the story he desires. 
  • Continuity in advertisement can be maintained to create an impact since newspapers are circulated daily.

Disadvantages of Newspaper Advertising :

  • Newspapers have a short life and are usually discarded once read.
  • The advertisements in newspapers are of low quality due to the usage of low quality paper and colour.
  • Newspapers cannot be read by illiterates and hence do no good for them.
  • Newspaper advertisements have a tendency of being overlooked by readers while reading the issue.
  • A lot of advertisements, including competing advertisements, when printed on the same page create clutter.
  • Competitors may instantly react to the advertisement as newspaper is a highly visible medium for advertising.
  • Magazines :

Magazines are an excellent medium for advertising on account of the high quality prints and papers used. Magazines are published for the general public and many special magazines for specific audiences are also published. They are available as weekly, fortnightly or monthly issues and are a more focused alternative to newspaper advertising.

Magazine Advertising

Advantages of Magazine Advertising :

  • The high quality paper used ensures better colour reproduction and good quality advertisements. Magazines are usually colourful, giving the advertised product a better representation.
  • Life of magazine advertisements is usually longer as magazines can be preserved for a longer duration.
  • Targeting is made easy as specified magazines for specific categories are available for the products to be advertised depending upon the target audience.
  • Magazine advertisements are read when at leisure, hence have a greater chance of being read and remembered. 

Disadvantages of Magazine Advertising :

  • It is costly as space and layout costs are higher, especially in comparison to newspapers.
  • There is less flexibility in terms of format and ad placement and long lead times are involved in planning the advertising content weeks or months in advance.
  • Circulation of magazines is relatively limited compared to circulation of newspapers. Also, the frequency of the advertisement is limited as magazines are available once in a week, fortnight or month basis.
  • Television :

Television is the most rapidly growing medium for advertising due to the expansion of electronic media and cable networks. Television is available to most of the people in developing nations today and the audio visual experience of such advertisements create a lasting effect on the minds of the audience through visuals, sound and motion.

Advertising on Television

Advantages of Television Advertising :

  • Television advertisements are extremely attractive and appeal through both the eyes and the ears of the audiences on account of the audio visual elements associated with such advertisements.
  • Such advertisements allow reaching out to a large audience in a short time, on a national or regional level.
  • It is possible to demonstrate the use of the products advertised and elaborate details can be communicated.
  • There are no limitations on the size of such advertisements, normally viewable full screen.

Disadvantages of Television Advertising :

  • Television is an expensive medium of advertising in terms of creative, production as well as broadcast costs
  • Creation of such advertisements is a time consuming process
  • High clutter is involved. Too many advertisements during the commercial breaks between television programs make the advertisement less effective.
  • Length of television advertisements is limited to usually 30 seconds, and the message too has to be limited to match the duration.
  • Audience selectivity is a concern as the advertisements are viewed by 
  • Radio :

Radio advertising is an immensely strong method for advertising as radio is a widely used mode of entertainment. Traditionally played on radio sets, radio is currently available on every mobile phone and can be accessed even without internet, making it a popular medium for people while driving or travelling. Ardent followers of specific radio stations or shows make it a point to tune in on time and radio advertisements are heard by a large number of people.

Ads on Radio

Advantages of Radio Advertising :

  • Radio advertisements enjoy mass coverage as they are listened to by every kind of listener. They cover numerous people with varying tastes and hence has an effective appeal 
  • Such advertising campaigns can ensure reaching out to the illiterate people as well.
  • The cost of advertising on radio is lower as compared to television and other modern means of advertising.
  • Selectivity is possible as advertisements may be included in different programmes for different types of people
  • Radio advertisements can be easily edited unlike television and hoardings, which require time to alter.
  • Advertisements can be played in different languages on regional radio stations.

Disadvantages of Radio Advertising :

  • Radio advertisements lack a visual appeal and may be less effective compared to mediums having a visual impact. Products advertised this way cannot be demonstrated.
  • Such advertisements are timed, and there is a possibility of missing them completely or catching them in between the ad run.
  • People might forget what they hear over the radio.
  • Advertisers need to increase the frequency of such advertisements to ensure adequate action from the audiences. The rates for different timings are generally different with limited time available..
  • Film Advertising :

Film advertising involves playing of short advertisements in cinema halls before a movie begins and even during intermission. Big organisations execute their advertising campaigns by creating such short motion films and distributing them to cinema houses for being played. Cinema advertisements are remembered by the audiences for a long time.

Advertisement on Cinema

Advantages of Film Advertising :

  • Film advertising is effective as it combines audio, video and motion graphics to create an impact.
  • The impact of the message is greater due to less distraction when people come to halls to specifically watch movies.
  • There is selectivity in cinema advertisements. The advertiser can advertise his products with a certain audience on the basis of the region and the show.
  • There is less clutter in cinema halls and the booking time for cinema advertisements is also less.

Disadvantages of Film Advertising :

  • Creating cinema ads is expensive and is ideally used by big organisations only.
  • Cinema advertisements is a time consuming process and it is not easy to make changes to the message.
  • They have limited effectiveness as very few people are in the cinema halls when such advertisements are played – before the movie begins and during the intermission.
  • These ads can get ignored when played while people talk to each other.
  • The message is limited to only those visiting cinema halls.
  1. Outdoor Advertising :

The idea behind outdoor advertising is to catch the attention of people on busy streets and other public places. Also known as “Indirect Advertising”, outdoor advertising includes posters, billboard displays, transit displays, sky writing and electronic displays.

Advantages of Outdoor Advertising :

  • Outdoor advertisements enjoy flexibility as the same message can be modified for different regions or localities, in different languages.
  • It is less costly compared to television, radio and magazine advertisements.
  • Outdoor advertisements enjoy a longer life, until they are removed.
  • Such advertisements easily catch the attention of people on busy roads.

Disadvantages of Outdoor Advertising :

  • There is a limited audience who get exposed to outdoor advertisements.
  • Outdoor advertisements have a low retention value as people cannot dedicate special time to go through them.
  • Such advertisements may distract the passersby, leading to accidents.
  • It is difficult to target specific audiences through outdoor advertising, as the people belonging to all age groups, gender and economic background are exposed to the same message, and the same may not be useful for everyone alike.
  • Such advertisements cannot carry lengthy messages and need to be concise.
  • Direct Mail :

Commonly identified as “Direct Response Marketing”, direct mail is a technique wherein various forms of printed advertising messages are sent directly to the potential buyers by post. Direct mail includes product literature to provide ordering opportunities in the form of catalogues, booklets, postcards, sales letters, package inserts, store publications and brochures.

Advantages of Direct Mail :

  • It is easy for the advertiser to clearly define its target market.
  • The advertiser can create and deliver the message effectively in the absence of competition or clutter.
  • Direct mails involve an element of personal touch as messages are directly addressed to the receiver. Personalised messages have a tendency to generate a positive impression.
  • Advertisers enjoy high flexibility as the messages can be easily modified whenever desired, as the total control on the presentation of the advertisement vests in the advertiser.
  • It is easy to measure the effectiveness of the response to the advertisement.

Disadvantages of Direct Mail :

  • It is expensive as the cost of individual communication is higher compared to messages communicated through newspaper advertising.
  • Long lead time is required to creatively prepare, publish and mail the messages.
  • It involves additional cost in using professional services of copywriters, photographers, printers, designers, etc.
  • People tend to ignore most of these messages as junk mails and immediately discard them without even going through them.
  1. Internet Advertising :

The most modernised medium for advertising, internet advertising is an interactive medium to spread the message online. The popularity of the internet as a means for education and entertainment has created the market for online advertising.  Websites take fees from advertisers for sharing space on their web pages. 

Internet Advertising

Advantages of Internet Advertising :

  • Internet advertising incurs less expenses compared to other means of advertising.
  • Online advertisements can be made interactive to facilitate a two way communication with the audience.
  • High flexibility of giving personal touch exists and the message can be dramatised.
  • Online advertisements are appealing to the viewers due to the visuals used. Some advertisements even contain video and high quality graphics.

Disadvantages of Internet Advertising

  • Internet advertising has limited reach in developing countries as many people do not have access to the internet.
  • Being a relatively new medium for advertising, its effectiveness is yet to be established.
Posted on

Drawbacks of print advertising that you need to be aware of

Print advertising has been the traditionally used medium for advertising and this business has been flourishing since the inception of newspapers and magazines. While print advertising has a plethora of advantages to offer, we must not forget that there are always two sides to a coin, and print media to suffers from a few drawbacks.

Let us discuss the limitations of print advertising :

  • Limited Shelf Life :

Newspapers are usually read once or twice, and thereafter sold off to scrap dealers or are simply thrown away. The average effective life of a newspaper, for any individual, is estimated to be a maximum of 15 to 20 minutes only. Typically, no reader refers back to an outdated newspaper issue and therefore, advertisers must repeat their advertisements to ensure that the advertisement has a lasting impact.

  • Uncertainty :

Since many readers tend to read newspapers in a rush, there is no guarantee that the advertisements will definitely be read. There is a high degree of uncertainty involved with newspaper advertisements, as readers might give the advertisement a total miss.

  • Limited readership due to Literacy factor : 

Newspapers are meant to be read, and hence advertising through newspapers does not work for people who cannot read or write.  The readership of newspapers is consequently limited to educated people only. This is a major problem with the rural areas, where literacy rates are reasonably lower than elsewhere. 

  • Lack of quality reproduction :

Newspapers involve the use of low-quality paper for publishing purposes. The desired visual effects may not be achieved, and the advertisement may not be appealing to the audience.

  • Availability of modern advertising mediums :

There are better and modernised mediums for advertising available today. Advertising through radio, television or internet, though expensive, are remembered much more than newspaper advertisements on account of an audio/video element attached to it.

  • Competitor Threat :

As newspapers are a highly visible medium, competitors may instantly react to the advertisements published.

  • Lack of control over Ad Placement :

Newspapers do not guarantee publishing of advertisements on particular premium pages. There are high chances of the advertisements not being published on the desired page or desired dates when the ad space runs out for a particular date.

  • Advertisement Clutter :
Advertising Options

Multiple advertisements when printed on the same page tend to create unnecessary visual clutter, causing people to overlook specific advertisements. Advertisers with smaller advertisements, often run the risk of not catching the attention of potential customers when they are overlooked due to the clutter created by other competing advertisements. 

  • Lesser Targeting :

Newspaper advertisements generally broadcast the message to one and all alike. They do not project the advertisements as specifically meant for a certain audience group. It is often difficult to target a specific target audience through newspaper advertising.

Advertising Cost
  • Increase in Advertising Cost :

To enhance the appeal of the newspaper advertisement, the advertisers often need to spend more towards the advertisement design, as compared to a plain text advertisement. Graphics, colours and images are employed to enhance the visual appeal of the advertisement, which incurs extra expenditure on the advertising campaign. Furthermore, advertisements need to be published frequently in order to be remembered by the audience. Repeated advertising too implies an increase in advertising expenses.

  • Lead Time Delays :

As print media requires production, the information requires a lead time before it is processed and published in the newspaper. Sometimes this causes the information to become obsolete even before it reaches the audience.

To conclude, every advertising medium is effective in its own way. It is required to plan the advertisement stressing on the positive aspects of the advertising medium concerned while working to minimise the adverse effects of advertising through print media.

Posted on

Types of Newspaper Advertising: which do you need?

Advertisements and business promotion have become two sides of the same coin. The most traditionally used means of advertising, newspapers, are the first choice for any advertiser when it comes to advertising. Low cost, wide reach and flexibility in advertising options are pretty much the reasons why advertisers see newspaper advertising as their prime choice.

Talking about newspaper advertising, there are plenty of options available to choose the advertisement type from. The decision behind opting for any particular type of newspaper advertising is primarily driven by the cost of advertising and the purpose behind the advertisement, with special emphasis on the target customer base.

The basic kinds of newspaper advertisements you will commonly come across while reading any newspaper, are listed below:

  • Classified Advertisements :

Usually towards the back of a magazine or newspaper, classified advertisements are small insertions, normally charged on a per word basis.  Since these ads are less costly as compared to other forms of newspaper advertisements, classifieds are usually the first choice for any advertiser when advertising through the medium of newspapers. These ads can either be text based or image based, and the cost varies accordingly. The common sub classifications of classified advertisements are as follows :

  • Matrimonial
  • Property
  • Tender Notice
  • Public Notice
  • Auction Notice
  • Educational
  • Public Appointments
  • Situations vacant
  • Situations wanted
  • Rental
  • Display Advertisements : 

Display advertisements occupy a space as much as one eighth of a page to an entire page in a newspaper. Being highly visual, these advertisements catch the attention of the readers towards the message of the advertisement.These advertisements are commonly termed as “box ads” since they usually take a rectangular or a square shape on the newspaper page. Larger the space, higher is the cost of the advertisement. These ads are generally used to advertise the everyday essentials like domestic items, kitchenware, cosmetics, electronics and sanitary products. Newspaper Display ads are usually costlier but has a huge impact.

  • Insert Advertisements :

Insert advertisements are full paged advertisements, usually in the form of small cards or pamphlets. The rate for such advertisements largely depends on the circulation and production cost for the flyer. Since inserts are “stand alone” in nature, it is possible for the readers to pull out the advertisement from the issue and keep it handy with themselves.

  • Spotlight Advertisements :

As the name suggests, Spotlight advertisements tend to place the ‘spotlight’ over a certain product, collection, employee or customer of the business. These advertisements tend to create an impact by providing huge avenues for brand recognition, highlighting the relevance of a particular product or employee, through their social achievements or the problems solved by them.

  • Business Cards :

Business Card advertisements typically outline a company’s information for the readers to connect with. With the use of creative slogans, taglines, pictures and graphics, these ads help people identify the companies, which helps them create a market for their products and services.

  • Sale Advertisements :

Sale advertisements are commonly used to make announcements when an entire store or a complete department of a store puts up a sale. These ads are most commonly used at the time of stock clearance to clear the old stock and thereby generate cash flows.

  • Coupons :

Coupons are used to attract customers to a business’s online or physical stores, by providing them an opportunity to avail certain offers against the coupons in the newspapers. This kind of advertising is pretty easy to evaluate in terms of the number of coupons redeemed by customers during an offer. 

  • Informational Advertisements :

Such advertisements are printed in an editorial format, just like an article, usually with a disclaimer above the post, notifying the reader. Since such advertisements can also be posted online, these can easily drive more traffic towards the business’s website or store.

  • Disclosures :

The legal notices usually printed around the classified section of the newspapers are commonly termed as “Disclosures”. This is an important type of newspaper advertisements, as it usually advertises important information with the intent of making the information known to the general public. Advertisements for change of name and debtors fall under this category.

  • Foldings :

A small printed advertisement, usually placed on the left hand side of a newspaper, is known as a folding. Foldings catch the readers’ eyes as they are attached separately to the newspaper, with the advertisement printed on either one or both its sides. Visually pleasing, it comes in the way of a reader’s reading and hence draws attention towards itself.

  • Flyers :

The glossy and colourful advertisements within the newspapers are commonly termed as “Flyers”. Usually deployed by large retailers like pharmacists, grocery stores and supermarkets, flyers usually contain advertisements relating to seasonal sales going on in the respective stores, and encourage people to visit the store before the last date warning them of limited period or limited stock offers.

  • House Ads :

House ads are commonly placed by publishers to promote the value of purchasing ad space. These ensure more advertisers coe up and place advertisements with the newspaper, as a response to house ads.

Having discussed the various types of newspaper advertisements, the choice of the kind of advertisement depends on the advertiser, having considered the budget of the campaign, the target market to reach and purpose of the campaign.