How to budget better

Paul Dyson, founder of D2D (an independent modelling and analysis agency) outlines six conventional ways of setting marketing and advertising budgets, then sets out a seventh category, called ‘brand-led’ budget setting.

How To Budget Better

Paul Dyson D2D Limited

The last 40 years have seen Admap cover the growth of advertising. The first 30 years were all about understanding how advertising works (and how to measure it) with a proliferation of psychological studies...