What is Budgeting? Budgeting is the financial tactical implementation of a business plan, in this case, a media plan. To achieve the goals set in a strategic media plan, we are going to need some type of budget that finances the plan presented and ultimately sets measures and indicators of performance. Remember that the media planner typically has more information from the client on their business goals, and thus, they have to calculate how many impressions and exposure is it going to take to move the needle to achieve those goals. Once the exposure is calculated, it is time to calculate the budget or how much money the media investment will be. Budget setting is a step-in media planning and in this video lesson, we will look at various methods.