Your advertising budget is an indispensable part of your planning process, so give it the attention it deserves. The process is uncomplicated. Simply determine your projected sales, and then apply a percentage of sales for your advertising investment. Advertising planning and budgeting can be as simple or as complex as you like. For example, you can make one budget for your entire company or create separate budgets for each department - or even each merchandise line.
February 7, 2007