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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, January 2016: Marketing budgets rise strongly in Europe

This article summarises the results of the Global Marketing Index (GMI) for January 2016, when marketing activity continued at a solid rate of growth.

Global Marketing Index, December 2015: Marketing budgets continue to fall in the Americas

This article summarises the results of the Global Marketing Index (GMI) for December 2015, when trading conditions in the US remained challenging as conditions in Latin America deteriorated.

Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest: How to Apply The "Mixture-Amount Modeling" Method to Cross-Platform Effectiveness Measurement

The current study applied a “mixture-amount modeling” statistical approach—used most often in biology, agriculture, and food science—to measure the impact of advertising effort and allocation across different media.

Nine ways marketers with limited budgets can do more with less

This article describes how marketers in the United States can achieve specific goals without a multimillion-dollar budget by being smart and creative with the resources they have at their disposal.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com