Factors that a business firm should consider while developing an advertising policy

A business firm should consider the following factors while developing an advertising policy:

• Advertising elasticity of demand
• Cost of advertising
• Target group e.g. the youth, business community, professionals, etc.
• The appropriate time to advertise
• Means of advertising e.g. electronic or print media, billboards, field demonstrations and geographical spread
• Cultural background including religion – which tend to have certain norms and conventions
• Language – for effective communication – easily understood to avoid communication breakdown.