Question

Topic: Research/Metrics

Where Can I Find A Company's Marketing Budget?

Posted by Anonymous on 12/23/2008 at 1:09 PM ET 75 Points
I am looking for a resource that will provide me with a specific company's marketing budget for the current year or the previous year. For example, I need an answer to "How much did XYZ company spend on marketing in 2008?"

I've looked at annual reports but they don't seem to offer the right information, because I need the marketing budget/expenditure, not just their overall budget.

Thank you!
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RESPONSES

  • Posted by Mikee on 12/24/2008 at 10:34 AM Accepted
    You can try calling the company and asking.
  • Posted by Chris Blackman on 12/29/2008 at 9:31 PM Accepted
    Depends who the company is. You might find advertising trade publications reported the (alleged) spend when a new agency was appointed, for example.

    How much the company spends on marketing is usually a fairly well-kept secret. And the Annual Report isn't designed to give away that kind of information. You could try calling to ask, but you would need to have a convincing reason to want to know - and if you are working for a competitor, expect the conversation to be curt.

    Why do you want to know? More to the point, what do you hope to be able to achieve with that information?

    If this is about persuading your company to match a competitor's spend, I would suggest there are far more strategic approaches to getting your marketing budget increased. And those have nothing to do with what your competitor does or does not spend.

    Hope that helps.

    ChrisB
  • Posted on 12/31/2008 at 12:09 PM Author
    Thank you both for your help, but I don't think I found the answer I needed.

    Marketingprofs.com Community: does anyone have a direct suggestion for where I can find this info? For example, I've heard about Gartner and Forrester...does anyone know if one is better than the other?

    Or how about industry analiysts? Any suggestions on going that route?

    Thank you!
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