Budgeting for healthier ROI

The authors contend that the media budget should be treated as a single, central entity. They illustrate the business planning process and assert that overall return on investment improves when the allocation of media is based on maximising the achievement of group objectives rather than a target setting exercise.

Budgeting For Healthier ROI

Glyn HarperThe Virtual Marketing Agency andDavid Bridgesbilletts marketing services

Within the pages of Admap, leading theorists and practitioners offer advice on how the returns from marketing can be enhanced. Taking...