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Key reading

budget setting

What we know about setting the marketing budget

This guide summarises the key arguments on Warc around budgeting, offering marketers practical advice from industry experts. It covers topics including the budgeting process, ways of using data modelling, budgeting in a multi-channel world and when budgets have to be cut.
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How much should I spend on advertising?

Andrew Green on why this most important of questions for marketers lacks a simple solution.

Taking the guesswork out of budgeting

This article explains how risk assessment techniques can be applied to market budgeting.

How to set an effective media budget

The relationship between SOV and SOM as the most important factor determining budgets.

Four strategic frameworks for budget cutting

Practical tips for cutting budgets – a process that should be careful and rational, not emotional.




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Pitch Madison Advertising Report: Indian advertising in 2017

This report details the findings of Pitch Madison's research into the Indian advertising market, including the impact of demonetization and growth forecasts for 2017.

Why marketers need to adopt a new approach to media buying

This event report considers an argument for a new media buying strategy that moves away from the current focus on TV and paid media.

Demystifying media barter – a guide for advertisers

This article explains the concept of 'media barter' - the exchange of products or services as part of a media buying deal.

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