luckychucky - 11:14 pm on Jul 16, 2007 (gmt 0)

What portion of revenue should a company devote to advertising? I've heard widely divergent figures. I suppose it varies according the age of the business, its sales volume and how established its brand presence -

but still, is there any a good rule of thumb, an accepted industry ballpark standard expressed as a percentage of gross sales, some age-old wisdom passed down in MBA programs or whatever?

Please do include your opinions & experiences with all forms of advertising, including print and postal-mail campaigns, not just PPC, banner ads or eMail campaigns.

Beg pardon if this is already answered in other post(s). If so, please do kindly point out the links. Thanks