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Advertising For Dummies 2nd 2nd Edition Book

Companies like Procter & Gamble, General Motors, and McDonald’s spend more on advertising each year than the average small to mid-size business could ever hope to gross in a lifetime. No one knows (and the companies aren’t telling) what their advertising budget to gross income ratios actually are, but you can bet they’re high. These companies have spent a king’s ransom to successfully position their products to be top-of-mind with the entire buying public — and it costs them a yearly fortune to maintain this branding of their products. (For more on branding, check out Branding For Dummies by Bill Chiaravalle and Barbara Schenck [Wiley].) If one of these big company’s products begins to slip in overall sales, it throws $25 million in extra advertising funds at the problem without a second thought. The total amounts of their ad funds are simply astounding — for example, Coca-Cola spent $2.5 billion on advertising worldwide in 2005.

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Date: 22:Mar:2009