Beyond budgeting and testing, noncatalog prospecting requires a fresh approach

By Shari Altman

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.