Communications planning: Budgets and budgeting

 

In this paper we focus on analysing relationships between share of voice and share of market for a wide variety of fmcg product categories, in the conceptual framework of John Philip Jones’ Advertisin ...

Using detailed examples Peter Rosenwald, founding partner with Consult Partners, argues that ROMI (return on marketing investment) is a valuable metric that allows management to compare strategies and ...

Andy Farr, Millward Brown, suggests an alternative to econometrics in determining and justifying the advertising budget. He proposes that brand and media managers adopt the mindset of an investor man ...

The authors contend that the media budget should be treated as a single, central entity. They illustrate the business planning process and assert that overall return on investment improves when the al ...

Uses analyses from the PIMS database to determine what elements in the marketing mix, as well as total marketing spend, have most positive impact on profits. The marketing mix study focuses on over 50 ...