Taking on the big boys

A discussion of small advertising budgets, and how to deploy them. The article starts with an attempt to define the different things that `small' may mean in different contexts: e.g.

Taking on the big boys

How to make the most of a small budget

Roderick White
'SMALL' is a slippery concept when applied to ad budgets: a quick skim through the pages of Advertising Works, the winners of the IPA's Advertising Effectiveness Awards (1), shows 'small' or 'limited' applied to budgets ranging from around £40,000 to over £500,000, at today's prices. In practice, small is both absolute and relative: there are few media planners who will ever put their hand on their heart and confess that a budget is actually enough, and few financial directors who do...

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