So as you can see, all the planning and numbers you need for an advertising campaign come from the "Concept." This makes it the single most important component of developing a campaign.
Q. Does everyone need to use a campaign, rather than single ads?
A. With the exception of a few transactional instances, Yes. Real response requires real effort.
• Base your campaign cycles on the purchasing cycle of your product
• Develop each component to symbiotically co-exist with all the other components
• Base distribution timing on concept impact and DESIRED brand awareness
• Make your budget
That's it! ...easy, right?
...and yes, budget comes last.