ADVERTISING RATIOS PLANNED BY LARGE-SCALE ADVERTISERS.

The article investigates the planned ratio of advertising outlay to sales revenue as it relates to the product classification of the advertising firm and the total size of its advertising spending. The author analyzes the variance of ratio to sales between advertisers of durable and non-durable consumer goods. A discussion is presented about the differences between consumer advertising and industrial advertising. Statistical information related to advertising ratios of various types of products is presented.