Page 6
How much is the overall budget for your campaign? The budget should take into
Budgets
account all the different costs associated with your advertising, such as your:
•
production budget – this is the amount of money you’ll spend
developing and creating your advertising. Costs may encompass design,
alterations, developing billboard skins, installation costs of billboard
skins, printing, recording a radio ad or changes to files
•
using existing national advertising when appropriate (outdoor, print,
radio, online, ambient, etc) will substantially reduce the overall cost of
your production budget
•
media budget – this is the amount of money you’ll spend on
communicating your message through various mediums, eg billboards,
print, radio, online, ambient, outdoor panels, text messages and
promotional products
•
testing and evaluation budget – this is the amount of money you’ll spend
on testing and evaluating. This should be around 5% of your total
budget, although this may be neither practical nor necessary for smaller
campaigns.
NZ Transport Agency Advertising guide July 2012