Advertising Strategy and Budget

Turns a business problem into an advertising strategy the client can approve: one objective hierarchy, one measurement architecture, a budget that three methods agree on, and clear governance for the agency–client relationship. The skill plans and recommends; it never spends money or changes a live account.

Use When

• How much should we spend on advertising, on what, and how will we know it worked?
• We need an annual advertising budget, a launch budget or money to answer a competitor's push.
• A budget cut, a rival's heavy spend or a campaign pivot needs a short decision memo the MD can approve quickly.
• The agency relationship needs terms: account planning, briefing rules, who decides what, fees or commission, and how the agency is reviewed.

Do Not Use When

• meta-budget-planner for splitting a confirmed total marketing budget across content, tools and staff.
• media-planning for schedules, weights, reach and frequency.
• advertising-attribution-and-measurement for attribution design or reading results; full business plans go to business-plan-skills and VAT or accounting treatment of ad spend to chwezi-accounting-doctrine.
• Stop if no one with budget authority is named; return a draft only.