Advertising Budget: Advertiser's Guide to Budget Determination

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9780077071561: Advertising Budget: Advertiser's Guide to Budget Determination
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The first comprehensive guide to setting advertising budgets. How much should be spent to get advertising to the people it is aimed at? Simon Broadbent brings to bear on this crucial question his thirty years' advertising experience, from both sides of the Atlantic, and an analytical mind widely respected by the industry. The answer, he shows, should be determined by a process, not by any magic formula or ancient rule of thumb.

This practical working guide examines the whole of the budget setting process, from understanding the brand's budget to evaluation, after the advertising campaign, what has been achieved. Action points at the end of each chapter summarize the work to be done. Examples and case histories provide illumination and practical information on real life solutions.

For advertisers, whose money is at risk, and for those in advertising agencies who participate in the budgeting process, this book will help to reduce uncertainty and provide guidance towards a disciplined procedure for determining the advertising budget.

For marketing and brand managers, directors, other senior executives and financial personnel; for advertising agency account handlers, planners and others, it is an essential contribution to the planning of more effective advertising.

About the Author:

Simon Broadbent was a Staff Captain in the Royal Engineers, got a First at Oxford and a PhD at London; he began in industry and was himself an advertiser. He then joined an agency, in 1962. He started at Leo Burnett in London as Media Director and later was Research Director. He is now Vice- Chairman. He has also worked at Leo Burnett in Chicago with the title of Director of Brand Economics.

He has written in many journals and spoken in many countries, mostly on advertising effectiveness and accountability. His book is based on long and wide experience of working with brand managers, marketing directors, and managing directors on deciding what to spend, how to spend it, and how to evaluate the results of this expenditure.

He is best known as the author of Spending Advertising Money, a guide to media planning and buying, and as the editor of Advertising Works 1 & 2, papers from the IPA's Advertising Effectiveness Awards. He is a full member of the Market Research Society, a member of the European Society for Opinion and Marketing Research, of the Garrick Club, and a Fellow of the IPA.

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Broadbent, Simon
Published by McGraw-Hill Publishing Co. (1989)
ISBN 10: 0077071565 ISBN 13: 9780077071561
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Simon Broadbent
Published by McGraw-Hill Publishing Co. (1989)
ISBN 10: 0077071565 ISBN 13: 9780077071561
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