How advertising impacts sustainable growth

Article Abstract:

Controlled, or sustainable corporate growth means the rate of growth a company can afford in terms of debt vs. equity, dividend payout policy, net profit margin, asset to liability turnover ratio, and other financial and operating factors. The costs of advertising and marketing must also be factored into these considerations. Advertising expenditures eventually reach a point of diminishing returns, necessitating a way to increase advertising efficiency. Some companies such as Colgate-Palmolive, General Foods, and Campbell's already do this; turning away from national campaigns and paying more attention to regional tastes and preferences. Advertising and sales at Anheuser-Busch are highlighted for the period 1972-1984.

Models, Management, Finance, Advertising, Marketing models, Anheuser-Busch Companies Inc., Growth companies

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SIC - a marketing tool in transition

Article Abstract:

Marketers use the Office of Management and Budget's (OMB) Standard Industrial Classification (SIC) manual as a marketing tool, but the use of SIC codes is becoming limited. Marketers use SIC codes to collect information about various industries. Several organizations are developing their own versions of SIC codes, leading to a decrease in uniformity. The US Census of Manufacturers, for example, has expanded SIC codes to five and seven digits. Marketers are complaining that the OMB's SIC system is too general and that it excludes some industries. The future of the SIC system is uncertain. The OMB has expressed little interest in developing seven-digit SIC codes.

Methods, Usage, Bibliography, Industry classification, United States. Office of Management and Budget, Standard Industrial Classification

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