Budgeting

Planning advertising carefully is crucial in order to maximize your investment.  But sometines it’s difficult to know where to start.  Our budgeting tools will hopefully make the job easier.

If you have any questions about planning an advertising campaign please send us your questions or comments via our online contact form or contact your Advertising Account Executive to learn more.

Three Step Budgeting

Step One: Determine the Budget

Location has:

  • High traffic – 1 point
  • Average – 2 points
  • Low – 3 points

My Store/Product’s Awareness in 
the Marketplace is:

  • High – 1 point
  • Average – 2 points
  • Low – 3 points

Amount of Competition:

  • Few – 1 point
  • Average – 2 points
  • Many-  3 points

Emphasis on Price:

  • Little – 1 point
  • Average – 2 points
  • High – 3 points

4 – 7 points = 
advertising budget of 3 – 4% of sales
8 – 11 points = 
advertising budget of 4 – 5% of sales
12 points = 
advertising budget of 5 – 7% of sales

Step Two: Ad Size and Campaign Length

  • Based on your budget and target market, our research department, together with your account manager, can determine how many ads and what size you’ll need to effectively reach your target market
  • Campaigns of 10 weeks or longer increase awareness of the ads by 27% more
  • Sales of tested product went up 18% after 11 weeks, with one brand achieving a 38% increases

Step Three: Planning Your Creative

  • When planning and budgeting for your advertising campaign, consider these proven effective ad elements:
  • Size – larger ads are more impactful
  • Colour – using full colour increases the impact of your ad by 34%
  • Format – vertical formatted ads are noted more
  • Image vs sale – both are equally effective
  • Copy readership increases when it is below or to the right of an illustration
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