Running head: ADVERTISING PROGRAM
Developing an Advertising Program
A lot of funds are allocated in an advertisement by the businesses. Therefore, it is essential for
marketers to effectively use the resources available for advertising to make advertising successful
(Kehinde et al., 2016). The first step that is very crucial to be undertaken is to determine the specific
objectives that the business wants to achieve with a specified audience and in a specified time. A
marketing strategy that specifies the marketing mix elements, marketing position, and target market tends
to give the advertising objectives a direction.
The second step that should be undertaken is estimating the advertising budget. The budget is
defined as the financial document that outlines the total amount of money that is allocated in a particular
activity. The management of the firm has to determine the right amount to be allocated in the program
(Kehinde et al., 2016). The two leading roles played by the budget...
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