How to set an effective media budget

This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow.

How to set an effective media budget

Hamish Pringle and Jim Marshall

The foundation of any successful advertising and marketing communications campaign has to be the budget on which it is based. This is because the brand's strength of presence within the media flow as perceived by customers is in competition with all its direct (and indirect) market competitors. This begs the crucial question of how that budget should be set. Over the past few decades there have been many books, publications and articles which have put forward various ways in which a media budget can be established....

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