Communications planning: Budgets and budgeting

 

This paper points to six studies, dating as far back as the 1920s, showing that brands with sustained advertising expenditure through recessions have a competitive advantage by stealing share of voice ...

Many marketers fear they are under-investing in digital media or are unsure how to allocate budgets in fast-moving internet and mobile marketing technologies. This article from Leo Burnett advocates a ...

This paper provides a guide to the definitive thinking on setting budgets - 'an under-exploited field of expertise' - focusing on the task-and-objective approach. It argues that the growing pressure ...

With trade funding growing to some 20% of sales revenue, often at the expense of above-the-line budgets, Brian Moore, managing director of EMR-NAMNEWS, debates the increasing influence of key account ...

Paul Longhurst, from Unique Digital, asks why brand advertising budgets for online activity are so pathetically small given the growth and reach of the medium. He argues that planners, through lazines ...

Pat McGowan and David Meer, from Marakon Associates, argue that over-reliance on ROI (return on investment) analysis for advertising budget setting will lead to disappointments and missed opportunitie ...

David Dixon and Sebastian Shapiro, from Ninah Consulting, maintain that current ROMI (return on marketing investment) marketing-mix models provide an incomplete view of how marketing drives value, and ...

The Admap report for November 2006 contains a number of articles relating to communications and marketing budgeting and budget allocation. In his introduction, Roderick White, Admap's editor, addresse ...

The issue of how much to spend on advertising is perhaps the most important challenge that faces marketers, but it is a problem without a simple solution. As well as the range of marketing tools to be ...

Patrick Mosimann, founding partner of PMSI, argues that marketing accountability is essential for survival in today's world. He maintains that profit pool analysis - via the construction of a clear ma ...

Peter Rosenwald, author of Accountable Marketing: The Economics of Data-driven Marketing, explores the cost/benefit relationship of CRM. Using examples he illustrates how CRM costs can be modelled, an ...

Coordinating and controlling advertising strategy within contractual and administered vertical marketing systems (VMSs) can be a complex task given the number of channel members involved in the proces ...

Paul Dyson, founder of D2D (an independent modelling and analysis agency) outlines six conventional ways of setting marketing and advertising budgets, then sets out a seventh category, called ‘brand-l ...

Summarises five tactics managers use at budget-setting time to manipulate senior executives to fund their own pet projects. From MIT Sloan Management Review, “Games Managers Play”, 2004, 45(3).

Karl Weaver, Data2Decisions Ltd, and David Merrick, Business Economics Ltd, look at two recent articles on how to determine the communications budget, and argue that combining the two approaches – res ...

In this introduction to two articles on marketing budget setting the author discusses the realities facing most marketing managers/directors. A few key source articles are listed.

The principles of `procurement’ have evolved from being a set of purchasing techniques to being an integral part of business management in which value is increased and waste avoided. Agencies are wary ...

Many marketing scholars and practitioners would agree that the ideal relationship between a client and its advertising agency is that of a strategic partnership. Yet, one element of the strategic mark ...

Over the last several decades, advertising effects on sales have been studied without appropriately taking into consideration competitors' advertising activities. As a result, advertisers often instin ...

Mike Colling identifies eight key issues which he considers necessary when budgeting for direct response marketing. He discusses objectives, targeting, product type and the implications of market matu ...

Phil Gullen discusses what he calls the Budget Bearing Model which consists of five steps to effective budget planning. The first step is to determine all the possible methods for calculating an appro ...

This is an introductory piece to three articles on marketing budgets. It lists fifteen ways in which budgets may be set from 'rule of thumb' on the one hand, to 'media weight tests' on the other. It e ...

Paul Dyson discusses the use of models when setting advertising budgets, he suggests that modelling agencies should realise that marketing teams are now more sophisticated than in the 1980s and early ...

Paul Richards argues that cost cutting of marketing budgets during a recession is a false economy. He lists examples of major brand's corporate missions, all of which centre on delivering value to s ...

Despite its importance, research on advertising productivity is limited and fragmentary. This article consolidates the major research streams on different facets of productivity. This consolidation al ...

This interview with John Sunderland of Cadbury Schweppes covers expectations during a recession, the maturity of the chocolate market, extensions of distribution channels and skills in retailing. Que ...

This article addresses the thorny issue of adverting accountability and asks what is being done and what should be done to improve accountability standards. The author reviews current studies and ind ...

Shareholder Value Analysis offers a great opportunity for marketing professionals. Traditional accounting, by focusing on short term profits and ignoring intangible assets marginalises marketing. In ...

This article outlines and approach to allocating budgets across brands, media, and countries. It provides an ideal model for the planning process to help brand managers to set a realistic budget level ...

Most companies have much to learn about effective budget-setting and allocation. The methodology to do this does exist - and is explained in the article - but is not applied. Marketers and their agenc ...