Internal influences:

Cost of the campaign

Businesses must try to consider the cost of a marketing campaign not only in terms of how many people it will reach but also in terms of absolute cost. In other words, a business may want to advertise on television with a low per capita cost as it will reach many people. But the cost itself may be too high for the business to afford.

Availability of finance

The availability of finance is a crucial factor in the marketing of a product especially if the product is new. In this case the company will spend money on marketing without the guarantee that it will pay off. It can be expensive to develop awareness about a new product or service and it can take a while before the product or service starts making money.

Expertise of staff

The type of marketing campaign run by the company relies on the expertise of staff to use the media they have. For example, social media is increasingly important in marketing and raising awareness about goods. However, social media is new to some businesses, especially businesses that have been trading for a long time .

Size and culture of the business

Large companies will have the opportunities and ability to create wide-ranging marketing activities. They may have more money, but they may also be able to take advantage of advertising economies of scale. Economies of scale are the ways in which large companies can save money because of their size. For example, if Virgin Atlantic creates a video to advertise their service, the video may be expensive, but it would be a simple matter to provide subtitles or captions. In this advertisement for Chanel No5, hardly any words are used except for the brand name. It can be successfully used across the world without having to change anything.