Advertising Budget: Advertisers Guide to Budget Determination

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.