Today, we see that the companies are spending crores of rupees (refer the big spenders) on advertising compaign. No doubt growing competition is a big motivator. Besides that media fragmentation and the rising clutter are the other reasons that lead to the growth of advertising expenditure of companies exponentially over the past couple of years. But the important question is, [...]
This article throws light upon the top nine methods for determining budget appropriation. The methods are: 1. The Percentage of Sales Method 2. Unit of Sales Method 3. Competitive Parity Method 4. Objective Task Method 5. Arbitrary Allocation Method 6. The Affordable Method 7. Sales Response & Decay Model 8. Communication Stage Model 9. Pay Out Planning Method. 1. The [...]
This article guides you about how to add value through media buying. Adding Value through Media Buying: Ad spend advantage is to make the media buying a vehicle for delivering unique value to the customer, save, don't splurge innovate, don't indulge, be extra ordinary not extravagant. For buying cheap air time on TV and radio—or space in the print media [...]