According to WikiPedia: The U.S. Small Business Administration recommends spending 7 to 8 percent of your gross revenue for marketing and advertising if you’re doing less than $5 million a year in sales and your net profit margin – after all expenses – is in the 10 percent to 12 percent range. If we adopt 7 Percent, and you know your Gross sales for 2018 it is easy to generate an advertising budgetary number. What is far less obvious is the Blend, ( the relative percentage ) of traditional advertising, vs Digital / Internet advertising. If this is one of your concerns – please add that to the “Concerns” in the pre event profile. So that we can involve Consultants with Authority in those areas.