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1998 Ratios Of Tootsie Roll Industries

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... attempting new sales in a new market area, trying to penetrate a new market without a firm base for testimony and referrals.
Capitalize on Seasonal, Geographical, Special Events
We will plan our year in advance completing an advertising budget with monthly budget expenses included (see Illustration #2 below). As a general Rule of Thumb, we refer to the most recent Advertising –to-Sales ratios from AdAge.com for the Beverage industry. For example, in 2000, advertising-to-sales ratios for the largest 200 ad spending industries quoted these figures for Beverages: ad dollars as percent of sales: 7.1; ad dollars as percent of margin: 11.8; annual ad growth rate 4.2%. We also refer to the AdAge.com ad expense budget tables. For example, in 2000, ad expenses were highest in local newspaper ads and direct mail. So we would focus efforts here. Lowest expenditures were in network ...

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