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#advertising budget

All blog materials tagged with "advertising budget" Cases, analyzes and practical guides from Daniil Pustovalov - Digital Marketing Lead.

Marketing budget 2026: how to calculate, distribute and defend to the CEO
StrategySeptember 10, 20259 min

Marketing budget 2026: how to calculate, distribute and defend to the CEO

“How much do we need for marketing?” - a question without a normal answer for most marketers. The calculation formula is based on unit economics, and not on “5% of turnover.” How to distribute across channels, how to defend to the CEO, how to set stop criteria.

Media plan 2026: Excel template of 5 sheets for a performance campaign from 100K ₽
StrategyMay 11, 202611 min

Media plan 2026: Excel template of 5 sheets for a performance campaign from 100K ₽

The minimum viable media plan takes 1 business day and fits into 5 sheets. Goals and KPIs, budget distribution by channel with forecast metrics, weekly tactics, creatives, plan/fact analysis. With a ready-made CPL/CAC/ROAS forecast formula and budget allocation benchmarks for 6 types of tasks.