The affordable method approach to advertising budgeting method could rightfully be described as a "follow the leader" approach and typically happens inside oligopoly markets.
When advertising in any way, one or more of the following communication outcomes is generally desirable: all of the above (notifying the customer or prospect, calling the customer or prospect's attention, calling the customer or prospect to convince customers or prospects)
When communicating with customers, advertising marketers usually need to emphasize more aspects of their brand. Worth it for most customers. In communications, (1) "contagious" information means that once received, the information is likely to be passed from the original recipient to other recipients.
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