🧠 Tier 4 - Advanced / NicheID: zeroBasedBudgeting
Zero-Based Budgeting (ZBB)
Rebuilding media budget allocation from scratch each period
In Simple Words (Zero Jargon):
Starting your budget from zero every quarter and forcing every channel to justify why it deserves money, instead of copying last year’s spend.
Why It Is Critical
ZBB forces media planners to justify every rupee based on projected ROI and incremental lift rather than defaulting to "last year plus 10%", eliminating budget waste in fatigued channels.
What You Get: Budget allocation that reflects actual current opportunity rather than historical habit - regularly eliminating underperforming channel spend.