Broadbents Guide to Advertising Budgets
Stephen KingWPP Group
All around the place, in marketing companies and advertising agencies, there are people desperately seeking a simple answer to the question of how much to spend on advertising. Im delighted to say that they are not going to find one in Simon Broadbents new book, The Advertising Budget. What they will find is something maybe rather more painful, but certainly a good deal more valuable. Three fundamental beliefs lie behind the book, and all of them complicate the life of those seeking easy formulae. The first is that you...