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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

Adstats: UK adspend forecast

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

Global Marketing Index, September 2016: Global Marketing Budgets Fall For the First Time in Over 3 Years

This article summarises the results of the Global Marketing Index (GMI) for September 2016, when global marketing budgets recorded a fall for the first time in over three years, with an index value of 49.2.

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.

Global Ad Trends 2015

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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