Setting the marketing budget

This is an introductory piece to three articles on marketing budgets. It lists fifteen ways in which budgets may be set from 'rule of thumb' on the one hand, to 'media weight tests' on the other.

Setting The Marketing Budget

About this time of year, many marketing departments, and their associated agencies, are putting together brand plans and budgets for the next calendar year. To coincide with this stage in the business planning cycle, Admap has brought together a group of articles on aspects of making the most of the communications budget a subject that continues to cause problems for marketers everywhere, and which is increasingly important as CEOs and CFOs focus their critical attention on major items of expenditure.

There are numerous ways of setting marketing budgets (Table 1), and even more...

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