Setting the communications budget

Paul Dyson discusses the use of models when setting advertising budgets, he suggests that modelling agencies should realise that marketing teams are now more sophisticated than in the 1980s and early 90s and proposes closer interaction between the modelling and marketing teams.

Setting the Communications Budget

Paul DysonD2D Limited


Setting communications budgets is a topical issue, and so it should be. Since advertising collectively for many brands is the largest chunk of the marketing budget, it is vital to get...