How much should I spend on advertising?

Andrew Green
ZenithOptimedia

One of the most important tasks of a marketer is to determine how much to spend on marketing and advertising. Thousands of books and articles have been written on the subject1 and countless theories are taught on marketing courses.

The subject remains too complex to have yielded a simple answer; so the question continues to be asked.

THE ISSUE

Many factors influence the success or failure of brands, including a large number outside the control of individual companies. Phenomena like the weather or natural disasters cannot be planned for, but will affect how brands are seen by consumers.

Decisions about how much to spend on advertising will not depend on these factors, but may well be thwarted or influenced by them at some point.