How to Manage the Budget Across Brand Portfolio
Paul Dyson, Mindshare, outlines an approach to allocating budgets across brands, media and countries
The last five years have seen a trend towards accountability a need to understand what the return has been on the various marketing investments a brand manager makes. This covers everything from promotions, through direct mail, to advertising. The problem is that the total budget is usually fixed: if you decide to spend more on direct mail, the money has got to come from some other investment. What brand managers need is some sort of process...