Budgeting For Healthier ROI

Glyn Harper
The Virtual Marketing Agency
David Bridges
billetts marketing services

Within the pages of Admap, leading theorists and practitioners offer advice on how the returns from marketing can be enhanced. Taking this advice and putting it into practice can pay back very effectively. But there is a further opportunity looking at an organisation's total media or even marketing spend as a single budget and re-allocating it as effectively as possible. Done well, this will improve total returns. Even more excitingly, it can act as a real force for change within organisations.


The growth of globalisation of business in the last decade has been staggering. Now, anywhere in the world, you can click the Internet Explorer button and communicate with a colleague as effectively as if you were in the next office. Global companies have seen the harmonisation of systems, vocabulary, products and advertising.