Budget Setting in the Era of Accountability

Les Binet and Peter Field

Setting a brand's budget to reflect its share of voice relative to rival brands is the key recommendation of this chapter.

Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Budget Setting

Les Binet, DDB Matrix & Peter Field, Marketing Consultant

Contents

  1. Executive Summary, Introduction, Conclusions and References
  2. Briefing
  3. Budget Setting
  4. Communications Strategy
  5. Media Strategy
  6. Measurement
  7. Payback and Remuneration

This section will recommend a task-based approach for setting budgets (i.e. a ‘zero-based’ approach in which budgets are determined by the brand’s business objectives and anticipated competitive activity). It will set out a fairly straightforward method for budget setting that does not require complex analysis or econometric modelling, though the benefits of econometric...

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