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Advertising budgets vary from business to business. The standard is anywhere from 4 to 25 percent, depending on product, desired visibility, brand retention and the amount of competition in the marketplace. A soft drink manufacturer is much more likely to have a higher advertising budget than a toilet manufacturer. Why? Because a consumer does not buy a six-pack of toilets on a regular basis. The trick is to allocate the proper amount of dollars to best target the most appropriate audience.
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- Vic Nathan Barkin
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