How to budget better

Paul Dyson

Paul Dyson, founder of D2D (an independent modelling and analysis agency) outlines six conventional ways of setting marketing and advertising budgets, then sets out a seventh category, called ‘brand-led’ budget setting.

How To Budget Better

Paul Dyson D2D Limited

The last 40 years have seen Admap cover the growth of advertising. The first 30 years were all about understanding how advertising works (and how to measure it) with a proliferation of psychological studies based around the '3-hit' theory, followed by more subjective ideas such as 'status/enhancement'. Of course the pages of Admap still see new theories today, but the emphasis has swung to understanding the consumers, the media they consume and the best way to reach them.

As advertising grew, a number of techniques for setting budgets developed too,...

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