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Setting budgets

The marketing budget typically includes all promotional and communications costs as well as those of running the marketing function; the media budget refers to the investment by a brand in paid-for media. Setting budgets involves estimating the costs needed to meet the brand’s strategic, financial and customer behaviour goals. Best-practice budgeting is an analytical process that requires detailed information about the brand's competitive set and its status within it (for example, its share of voice).

Key Reading

Important papers from across the Warc database

This guide summarises the key arguments on Warc around budgeting, offering marketers practical advice from industry experts. It covers topics including the budgeting process, ways of using data modelling, budgeting in a multi-channel world and when budgets have to be cut.
Andrew Green on why this most important of questions for marketers lacks a simple solution.
This article explains how risk assessment techniques can be applied to market budgeting.
The relationship between SOV and SOM as the most important factor determining budgets.
Practical tips for cutting budgets – a process that should be careful and rational, not emotional.

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This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies.

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This article summarises the results of the Global Marketing Index (GMI) for June 2017, when rates of growth slowed and the Americas returned to decline.

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This article summarises the results of the Global Marketing Index (GMI) for May 2017, when Europe showed continued strong growth versus The Americas' declining marketing budgets.

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This article summarises the results of the Global Marketing Index (GMI) for April 2017, when the Americas registered increased marketing activity for the first time since September 2016, rising to 50.2.

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This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

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This article summarises the results of March's Global Marketing Index (GMI). Global ad budgets were seen to reverse their declining trend, while European TV budgets grew strongly.
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  1. Article

    This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

  2. Article

    This article provides marketers with information and guidance about avoiding advertising wearout and decay.

  3. Article

    This article provides marketers with information and guidance on setting marketing budgets.

  4. Article

    This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

  5. Article

    This article sets out the top 10 drivers of advertising profitability, based on in-market experience and data modelling.

  6. Article

    Shareholder Value Analysis offers a great opportunity for marketing professionals. Traditional accounting, by focusing on short term profits and ignoring intangible assets marginalises marketing.
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