What we know about marketing budgets

This article provides marketers with information and guidance on setting marketing budgets.

Key topics in this paper include:

  • The budgeting process, including the role of share of voice and share of market for benchmarking.

  • Ways to set the budget, including a list of the many possible approaches.

  • Using data modelling, including the main ways that modelling can guide decision making.

  • Other things to consider, including media costs, carry-over, phasing and long-term effects.

  • Budgeting pressures, including the three chief challenges of budgeting today.

  • Budgeting in a multi-channel world, including Coca-Cola's 70/20/10 rule.

  • Budgeting and creativity, including how creative campaigns can over-deliver.

  • When budgets have to...

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