Identify the rules while planning any advertising activity.

Aim, target, media, competitors

The correct answer is option (1) - Aim, target, media, competitors.

There are four rules to consider when planning any advertising activity – i.e. before we prepare and book any form of advertising.

Aim - What is the primary purpose of the advertisement? Is it to inform, sell, produce listings or improve the image of the business?

Target - Who is the target? From which sector of the public are we trying to achieve a response? For example, is it male, female, adult, teenager, child, mother, father etc.

Media – Bearing the aim and target in mind, which are of the media available is the most suitable – i.e. TV, radio, press or Internet?

Competitors – What are the competitors doing? Which media channel do they use? Are they successful? Can you improve on their approach and beat them in competition?