Setting the Communications Budget
Paul DysonD2D Limited
Setting communications budgets is a topical issue, and so it should be. Since advertising collectively for many brands is the largest chunk of the marketing budget, it is vital to get it right. A 5% or 10% improvement in efficiency can mean a significant saving.
This article discusses how we can answer the communications budget question and linked questions such as 'How do I divide it across my portfolio of brands?' The key is not a new statistical technique or model, but a modern, contemporary approach to statistical analysis,...