Need to know
Key topics in this paper include:
The budgeting process, including the role of share of voice and share of market for benchmarking.
Ways to set the budget, including a list of the many possible approaches.
Using data modelling, including the main ways that modelling can guide decision making.
Other things to consider, including media costs, carry-over, phasing and long-term effects.
What else does this article talk about?
- Marketing budgets
- Managing the marketing function
- Media & communications budgets
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