With costs being such an important factor in the success or failure of ad. campaigns, budget-setting is a critical input.

Drawing on our extensive experience in planning and negotiating space and airtime costs, we can provide cost estimates for ad. campaigns which can be used in marketing planning, feasibility studies, etc..

The budget-setting method utilised will depend on the status of the brand - whether it is being launched or relaunched, for instance; whether the prime objective of the campaign is awareness creation or maximising quality responses; whether the competition is outspending the client's product or whether the client already has a high 'share-of-voice'.

Where clients need to use test marketing to establish the level of payback generated for a given spend levels, ongoing analysis of response can play an important role in determining future budgets.