The New Alternative
Beyond budgeting and testing, noncatalog prospecting requires a fresh approach
By
Shari Altman
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If one or more of the above resonates for you, the next hurdle to contend with is the planning process. Determine whether to budget a specific amount of money or a percentage of your marketing budget.
Most marketers include media testing as part of their overall testing budgets. A reasonable rule of thumb is to allocate 20 percent of your budget to testing new media, other creative or offers.
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