If a company has limited funds, which promotional approach is more appropriate?

• A. National television advertising and large-scale campaigns.
• B. Global social media campaigns with influencers.
• C. Local advertising and sales promotions due to limited funds.
• D. Sponsoring international sports events.

Answer: (C)

When funds are limited, the goal is to get the most impact for each dollar spent. Local advertising and sales promotions fit this aim because they are typically lower in cost, allow precise targeting to the immediate market, and can produce quick, measurable results through direct calls to action like coupons, discounts, or trial offers. This approach concentrates effort where the business can see tangible benefits, making it more efficient with a tight budget.

In contrast, national television campaigns, global influencer programs, and sponsoring international sports events require large, upfront investments and longer lead times before any return is clear. They broaden reach but don’t guarantee a proportional sales lift in a smaller budget, which makes them riskier choices when funds are limited.