Searching the Haight for Signs of Life

Tuesday, August 08, 2006

The Right Search

My (soon-to-be-ex) boss asked me this morning to find a statistic on average advertising expenditure as a percentage of revenues. She had quoted 3% to a client, a figure she has used somewhat religiously for many years, and he asked for a bit of supporting evidence.

I toiled mightily on Google and various media Websites. I searched for _advertising expenditure services industry_ and _advertising expenditure statistics_ and all sorts of variations with quotes and synonyms. I banged away at Google for an hour, but couldn't come up with a nice concise conclusion. I dredged up statistics on revenues by industry and cross-referenced them with statistics from Ad Age on expenditure. I tried to be narrow and I tried to be broad. Everything seemed contradictory, particularly when you delve into the debate of whether you should calculate your ads as a percentage of revenue.

But Eureeka! I wasn't looking for a statistic, I was looking for a rule of thumb. And when I asked Google for an _advertising budget rule of thumb_ my boss was very happy with the answer I found on a nice, credible .gov site.


At 12:59 PM, Blogger Dan said...

what was the percentage?

At 2:36 PM, Blogger m. s. c. thompson said...


LOL! That was funny. Does your boss know she's soon to be your ex-boss? Hopefully, she's not like the Super Ex-Girlfriend if you know what I mean.

Anyway, I wanted to offer my personal thanks to you for visiting today.



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