Communications planning: Budgets and budgeting

 

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 ...

Discusses how advertisers should adjust their spending in a recession. Other papers on the subject are arranged in order of increasing persuasiveness/usefulness, the main criterion for this being rele ...

This study, based on depth interviews with 21 experienced frontline brand managers and high level senior managers, focuses on improving the understanding of the advertising and sales promotion budget ...

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 ...

This paper reports on the progress of a joint project between the AAAA and the Management Science Institute designed to communicate to CFOs and CEOs that a great deal is known about the effective mana ...

Describes the MAX (Managing Advertising Expenditure) Project in the USA. This started in December 1996, under the auspices of the Marketing Science Institute and the American Association of Advertisin ...

Describes Millward Brown's experience in modelling advertising effects. This involves: identifying actual returns from advertising from a sales effectiveness database; understanding what factors seem ...

Little Caesars' advertising budget is modest in comparison to many other companies so they concentrate on campaigns that are entertaining and hilarious. Some campaigns are discussed, as is the relatio ...

A discussion of small advertising budgets, and how to deploy them. The article starts with an attempt to define the different things that `small' may mean in different contexts: e.g. minor brands in b ...

Describes how Celestial Seasonings Inc. uses market research to improve return on investment: 1) using existing studies on profitability to determine how the marketing budget should be allocated; 2) a ...

Proposes that advertising should be analysed within a framework of capital budgeting and treated as an investment. Various recent studies and approaches to budget-setting reviewed. A break-even model ...

This case history of British Diabetic Association advertising shows how a small research programme gave the Association the confidence to spend the vast majority of its advertising budget on a nationw ...

This article examines company practice and the advertising budgeting-sales forecasting timing relationship, assessing the key company and organizational variables involved. The data were obtained from ...

Few studies have specifically addressed information processing by older consumers. Yet, the growth of the elderly as a consumer group makes this an issue of vital importance to marketers and advertis ...

The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized ...

Amounts established for promotional budgets need to be carefully determined in the light of what a firm wishes to accomplish. First the overall marketing objectives must be specified. Several methods ...

This paper is divided into 4 parts. The first part describes the changes that are taking place in the organisational structure of companies operating across Europe. These changes give rise to the ce ...

This paper looks at how managers can utilize basic statistical methods to obtain an estimate of the profitability of additional expenditure in markets where advertising is the major promotional tool. ...

This article reviews the extent to which advertising budgeting methods can be related to company size, company performance and nationality. New findings are presented from a survey of the top 100 adve ...

Discusses advice from the `Four A's' (the American Association of Advertising Agencies), based on historical data, that it pays to advertise when things look bad. The author finds some of the argument ...

The author demonstrates that the temptation to cut advertising during a recession generally has a serious long-term effect of return on investment (ROI), as well as hurting the current account. A seri ...

Data obtained from 484 advertisers in 15 countries follow some of the propositions of Farris and Albion (1981) regarding advertising-to-sales (A/S) ratios. In agreement with the proposed rules, transn ...

Argues in response to Simon Broadbent (May 1989) that long-term advertising effects are likely to be so small, relatively, that they may be ignored when setting advertising budgets, and that increased ...

A descriptive review of 'The Advertising Budget' by Simon Broadbent, IPA/NTC, 1989.

Describes the methods used by RJR Nabisco to assess, develop and judge its advertising. Includes discussion of style of ads, taget audiences, budget setting, and scheduling.

The amount to spend on advertising is determined by a process, not a formula. This practical guide examines the whole of this process, from understanding the brand's budget to assessing what a campai ...

Studies of advertising and marketing fall in general into two categories: the prescriptive, concerned with applying sophisticated techniques to the optimisation of expenditure levels; and the descript ...