Brand Planning : 56 How to Manage the Budget Across Brand Portfolio

The principles of our approach apply to all marketing inputs but the focus will be on advertising. Advertising itself has experienced the same trend to accountability: the 1980s and early 1990s saw a focus on understanding how advertising works – of course there is no definitive answer, but a lot has been learned and people use the model they feel most at home with. Over the last few years the interest has swung more towards understanding
how the media budget works. This change in emphasis has stemmed from a gradual realisation that buying advertising time is actually 90% of the advertising budget, together with pressure from the financial department to quantify the return.

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