Media Budgeting:

The advertising budget of a business is typically a subset of the larger sales budget and, within that, the marketing budget. Advertising is a part of the sales and marketing effort. Money spent on advertising can also be seen as an investment in building up the business and sustain the marketing growth and brands awareness.

In marketing and advertising budgeting we have to take into consideration the following questions:

1. Who is the target consumer? Who is interested in purchasing the product or service, and what are the specific demographics of this consumer? Often it is useful to compose a consumer profile to give the abstract idea of a "target consumer" a face and a personality that can then be used to shape the advertising message.

2. What media type will be most useful in reaching the target consumer?
These days, a small or mid-sized business will not only consider print, radio, and television ads, but -- more importantly, perhaps -- the Internet as a way of reaching customers.

3. What is required to get the target consumer to purchase the product? Does the product lend itself to rational or emotional appeals? Which appeals are most likely to persuade the target consumer?

4. What is the relationship between advertising expenditures and the impact of advertising campaigns on product or service purchases? In other words, how much profit is likely to be earned for each dollar spent on advertising?