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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.


Latest articles

Global Marketing Index, April 2016: Global Marketing Activity Grows Rapidly in April

This article summarises the results of April's Global Marketing Index (GMI).

Global Marketing Index, March 2016: European marketing industry outpaces rest of world

This article summarises the results of the Global Marketing Index (GMI) for March 2016, when global marketing activity grew steadily at a similar rate to the previous month.

Adstats: UK adspend forecast

This article provides charts and statistics on UK adspend forecasts and predictions for 2016.

What we know about wearout and decay

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

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Monique Dolbin
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