What’s on the Setting the Budget poster
A 5-row table: Method · How · Weakness.
Method and weakness.
- Percentage of sales — Fixed share of revenue — Cuts spend exactly when sales fall
- Affordable — Whatever is left — Unrelated to opportunity
- Competitive parity — Match rivals — Assumes rivals are right
- Objective and task — Cost of achieving the goal — Requires honest estimates
- Share of voice — Spend relative to category — Best predictor of share change
Share of voice above share of market tends to precede growth. Below it tends to precede decline.
Questions about the Setting the Budget poster
- What’s on the Setting the Budget poster?
- A 5-row table: Method · How · Weakness. Method and weakness. Percentage of sales — Fixed share of revenue — Cuts spend exactly when sales fall; Affordable — Whatever is left — Unrelated to opportunity; Competitive parity — Match rivals — Assumes rivals are right; Objective and task — Cost of achieving the goal — Requires honest estimates; Share of voice — Spend relative to category — Best predictor of share change. Share of voice above share of market tends to precede growth. Below it tends to precede decline.
- Who is the Setting the Budget poster for?
- Setting the Budget belongs to the Marketing section rather than to a school year, because business is not something one grade owns. Anyone learning advertising & creative can pin it up — a beginner, a student mid-course, or someone revising years later.
- When should you use the Setting the Budget poster?
- Most methods set the budget from what happened last year. Share of voice looks forward. A wall chart earns its place by being glanceable from where the work is happening, so Setting the Budget belongs on the wall where that business work actually happens, within glancing distance, rather than filed away.
- What other posters go with Setting the Budget?
- What Advertising History Teaches, Measuring Advertising and Media Planning sit alongside Setting the Budget in the Marketing section. Printed together they make a wall rather than a single sheet, which is how a reference set actually gets used.What Advertising History TeachesMeasuring AdvertisingMedia Planning
- Is the Setting the Budget poster free to download and print?
- Yes. Setting the Budget downloads as a free PDF with no account, no email and no watermark, like everything else in the Marketing section. Print as many copies as you like for a home, a classroom, a library or a tutoring group; reselling the file is the only thing the licence rules out.Read the licence
- What size does the Setting the Budget poster print at?
- Setting the Budget is a vector PDF laid out for US Letter, and prints on A4 with Fit to page — the same file, no separate download. Because every mark on it is drawn rather than photographed, it stays sharp enlarged to A3, A2 or A1 at a copy shop. Colour carries emphasis only, so a greyscale print of Setting the Budget loses nothing.Printing guide
Related posters
Charts that sit alongside Setting the Budget on the same wall.
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