Key topics in this paper include:
The budgeting process, including the role of share of voice and share of market for benchmarking.
Ways to set the budget, including a list of the many possible approaches.
Using data modelling, including the main ways that modelling can guide decision making.
Other things to consider, including media costs, carry-over, phasing and long-term effects.
Budgeting pressures, including the three chief challenges of budgeting today.
Budgeting in a multi-channel world, including Coca-Cola's 70/20/10 rule.
Budgeting and creativity, including how creative campaigns can over-deliver.
When budgets have to...