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Marketing Budget Checklist


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Marketing Budget Checklist Marketing budget is an estimate of monetary resources required for an organization to market certain products or services. Typically this document takes into account all marketing expenses including marketing communications, salaries, advertising costs, office space costs, etc. This Marketing Budget Checklist explains all the costs to be included in a marketing budget sheet.

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  1. Pre-budgeting.
    • Conduct Market Research. Before you can budget your marketing campaign you need to have a clear and complete idea of the market your company operates in. By researching your target market you can identify marketing opportunities and problems. This information is helpful for estimating necessary funds for your marketing project.
    • Use SWOT Analysis. Through analyzing Strengthens, Weaknesses, Threats and Opportunities you can identify key competitors of your company and determine what advantages make the company leading. SWOT analysis help you define beneficial areas to invest in.
    • Use Market Controls. Using marketing controls helps you determine if you are on the right route or if you have reached your destination. Marketing controls help you monitor and control budgeted funds.
    • Perform Marketing Audit. Audit of marketing activities is the basis of successful planning. It helps you identify and measure available resources which you will estimate later when designing budget.
  2. General Marketing Expenses.
    • Salaries for the senior management involved in supporting and leading your marketing campaign
    • Salaries for other personnel involved in performing the campaign
    • Staff training and development
    • Ad agency commissions and bonuses
    • Payroll taxes
    • Assignment and travel costs
    • Office space expenses
    • Costs on fixtures and fittings
    • Postage and telephone expenses
    • Costs on marketing communications (described below)
  3. Marketing Communications Costs.
    • All types of advertising (radio, TV, web, newspapers, outdoor advertisement, billboards)
    • Personal selling
    • Branding activities
    • Presentations and showcases
    • PR and sales support
    • Charity events and sponsorships
    • Mailing
    • Direct marketing
    • E-commerce and online sales
    • Website design, maintenance and hosting
    • Printing and publishing
    • Bidding and proposal development
    • Social networking
    • Event planning and attendance
    • Promotional material design
    • Collateral costs
  4. Promotion Costs.
    • Product giveaways and gifts
    • Discounts
    • Special offers and hot prices
  5. Costs on Analyzing Competitors and Customers.
    • Watching competitors and understanding success/failure of their campaigns
    • Developing solutions to overcome competitors
    • Listening to target customers and ...

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