How to Budget for Internet Advertising
"A persistent challenge in this business is determining how much money our clients should allocate to this medium. Given online's relative youth, it has no established standards and practices, like our colleagues on the traditional side enjoy. That shouldn't stop us from thinking critically and creatively about counseling clients on appropriate spending levels.
I'll cover planning inputs important to smart budget decisions below. But first, here's a more unrefined, straightforward approach that will suffice if absolutely necessary."