Perhaps they wonder just how much return they are

Perhaps they wonder just how much return they are getting from an advertising investment. Yet, they do feel that they have to advertise to keep their name and their products in our minds. To show how important some companies feel this is, it is interesting to look at some figures I heard last week. These were a listing of several major companies--some primarily food manufacturer^ some primarily soaps and detergents manufacturers, others health and beauty aid manufacturers—and the proportion of their sales dollars spent on advertising. The first figure I saw was that for one of our leading soap companies. For every dollar of sales, this company spent almost U cents on advertising and promotion. Well, I thought this was a very high proportion of sales until I looked at some others. One, primarily, a food manufacturer, spent over 12 1/2 cents on advertising for each dollar of sales. One health and beauty aid manufacturer spent 27 1/2 cents for each sales dollar. These companies believe in advertising and its impact on us. We are influenced by these advertising messages. We get market information from them, we get buying facts from them, and we get enjoyment from them. Good or bad, advertising is with us and will be for some time yet.