Budgeting
Sep 15, 2004
For most marketing communications people, the concept of “fair share” is like a mirage in the desert--it looks like it might be there, but you’re not sure.
Nov 11, 2002
The risk of spending too little for marketing communications is just as great as the risk of spending too much.
Apr 09, 2001
If you think you're saving money by letting amateurs handle creative assignments, you should think again.
May 08, 2000
Sometimes the best deal is the one that costs more. You can save your way into disaster.
Mar 13, 2000
There are no shortcuts to success in business-to-business marketing communications; you get what you pay for.
Jul 05, 1999
Even though I've used the analogy many times, I'm painfully aware of its shortcomings. I'm referring to the "How much does a house cost?" analogy. You use it when someone asks you how much it costs to produce a capabilities brochure. Or build a large tradeshow display. Or even design...
Jul 21, 1997
When you're unsure how much you should pay for something, you usually ask someone who should know and whose opinion you trust. That's the theory behind the study on project costs recently issued by the Business Marketing Association. By quizzing Certified Business Communicators -- the most experienced and knowledgeable business-to-business...
Dec 04, 1995
Twenty years ago an article was published in the Journal of Advertising Research ("How Large Advertisers Set Budgets" October, 1975) suggesting that 60% of nonconsumer (business-to-business) marketers set their advertising budgets arbitrarily or according to what is affordable. Only 10% used the "objective and task" method of budgeting. So what...
Apr 12, 1993
It's one of the most important things we do as business-to-business marketing communications practitioners, and yet it's the one thing we're least prepared to do well. I'm talking about money -- getting enough to do a job right and hanging on to what you need long enough for your efforts...