Budget Planning
Media and Budget Planning for Marketing
Learning Outcome
6
Allocate budget across campaigns
5
Allocate budget across channels
4
Select suitable marketing channels
3
Explain the importance of marketing budgets
2
Understand budget planning
1
Understand media planning
Rahul's Marketing Challenge
Rahul launched an online shoe store
He had a monthly marketing budget of ₹50,000.
Initially, he spent the entire budget on Instagram Ads.
Although he received traffic, sales were inconsistent
Rahul's Marketing Challenge
Later, Rahul divided his budget:
Instagram Ads
01
Google Search Ads
02
Remarketing Ads
03
After a few weeks, he noticed better performance and more sales.
Rahul's Marketing Challenge
Rahul realized:
A good marketing strategy is not just about spending money—it's about spending it in the right places.
Think about Rahul's business
If he spends all his money on one channel, he may miss customers on other platforms.
Think about Rahul's business
Just like investors diversify their investments, marketers distribute budgets across multiple channels to reduce risk and improve results.
This process is called Media and Budget Planning.
Introduction to Media Planning
Purpose
Reach the right audience
Improve campaign effectiveness
Optimize marketing spend
Increase business results
Common Marketing Channels
Google Ads
Facebook Ads
Instagram Ads
YouTube Ads
Email Marketing
SEO
Media Planning is the process of selecting marketing channels to reach the target audience.
Introduction to Media Planning
Possible Answers:
youTube
Practical Understanding
Introduction to Budget Planning
Budget Planning is the process of deciding how much money will be spent on marketing activities.
Control spending
Avoid overspending
Track performance
Improve ROI
Introduction to Budget Planning
Importance of Marketing Budget
Without Budget Planning
Overspending
Poor results
Lack of control
Why Budget Planning Matters
Prevents unnecessary spending
Improves campaign management
Helps measure ROI
Supports business growth
Enables better decision-making
Choosing the Right Marketing Channels
Different businesses require different channels.
Service Business
Ecommerce Business
Google Search Ads
Facebook Ads
Instagram Ads
Show ads when people search for services you offer
Reach a wide audience and generate leads
Build brand awareness and engage potential customers
Shopping Ads
Instagram Ads
Youtube Ads
Show your products directly to ready to buy customers
Showcase products and drive interest through visual content
Use video ads to build awareness and influence buying decisions
Budget Allocation Across Channels
Businesses divide their budget across multiple channels.
Examples
Channel
Budget
Instagram Ad
Google Ads
Remarketing Ads
₹20,000
₹10,000
₹20,000
Budget Allocation Across Campaigns
A business may run multiple campaigns simultaneously
Campaign
Budgets
Awareness Campaign
₹20000
Consideration Campaign
Conversion Campaign
₹15,000
₹15,000
Example
Monthly Budget:
₹50,000
TOFU
MOFU
BOFU
Budget Allocation Across Campaigns
Practical Understanding
Should all campaigns receive the same budget?
No. Budget should depend on campaign goals and performance.
Planning Marketing Activities
Before spending money, businesses should plan marketing activities.
Marketing Goal
Select Activity
Allocate Budget
Execute
Measure Result
Activity Planning Process
Planning Marketing Activities
Paid Ads
Video Content
Email Campaigns
Remarketing Campaigns
Examples :
Social Media Posts
Monitoring Marketing Spend
Marketing budgets should be monitored regularly.
Benefits
Better budget control
Better optimization
Improved results
What Should Be Monitored?
Daily Spend
Campaign Performance
Leads Generated
Sales Generated
ROI
Summary
5
Marketing activities should be planned in advance
4
Budgets should be distributed strategically
3
Different businesses require different channels
2
Budget Planning controls marketing spend
1
Media Planning selects the right marketing channels
Quiz
Which channel is commonly used by ecommerce businesses?
A. Google Shopping Ads
B. Radio Ads
C. Newspapers Only
D. Flyers
Quiz
Which channel is commonly used by ecommerce businesses?
A. Google Shopping Ads
B. Radio Ads
C. Newspapers Only
D. Flyers
