budgeting

NYCU: Hollywood Returns

• Posted: June 18, 2020

Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.

NYCU: Dentsu Demands Better Attention

• Posted: June 12, 2020

Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.

NYCU: Major Changes for TV Commercials

• Posted: June 5, 2020

Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.

NYCU: Surge in Mobile Data Consumption

• Posted: June 5, 2020

Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.

NYCU: Advertising in a Downturn & COVID-19

• Posted: May 28, 2020

Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.

NYCU: In Brief – More on Advertising

• Posted: May 14, 2020

Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.

Ad Spending Declines, Postponing Campaigns

• Posted: April 10, 2020

Please log-in using the log-in icon  on the upper right of the web site or create an account to view this page.

Advertising Budgeting: Where’s the Evidence?

• Posted: April 4, 2016

Dr. Rachel Kennedy, Ph.D. – Associate Professor, Ehrenberg Bass Institute

Comparing budgets from competing methods for a variety of categories revealed that different approaches led to significantly different budgets. The key insights from this study are provided.

• Not all budgeting approaches are equal. Different budget approaches give different answers.

• “Be evidence-based in selecting approaches to use.”

• Combine key approaches. The authors recommend combining heuristics with algorithmic approaches, and considering both internally- and externally-focused perspectives.

See all 5 Cups articles.