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
- Executive Summary, Introduction, Conclusions and References
- Budget Setting
- Communications Strategy
- Media Strategy
- 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...