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Belch: Advertising and
Promotion, Sixth Edition
IV. Objectives and
Budgeting for Integrated
Marketing
Communications Programs
7. Establishing Objectives
and Budgeting for the
Promotional Program
Figure 7-15 2001 advertising-to-sales ratios for the 200 largest ad-spending industries
Ad Dollars
As % As % Annual Ad
SIC of of Growth
Industry Code Sales Margin Rate
Accident & health insurance 6321 0.9% 10.6% 11.3%
Advertising 7310 4.5 10.6 30.8
Agricultural chemicals 2870 8.1 25.8 16.6
Agriculture production—crops 100 2.1 8.2 3.0
Air courier services 4513 1.5 12.2 56.7
Air transport, scheduled 4512 1.2 7.8 2.7
Air cond., heating, refrig. equipment 3585 1.4 5.3 6.1
Amusement & recreation svcs 7900 5.1 20.9 23.1
Apparel & other finished products 2300 5.5 15.3 1.6
Apparel and accessory stores 5600 6.3 14.2 9.6
Auto and home supply stores 5531 1.1 2.7 8.1
Auto dealers, gas stations 5500 1.7 10.1 29.6
Auto rent & lease, no drivers 7510 2.7 6.0 14.4
Bakery products 2050 1.4 2.7 5.0
Beverage 2080 7.4 12.1 –6.4
Biological pds, except diagnostics 2836 2.4 5.2 10.2
Blankbooks, binders, bookbind 2780 4.2 7.1 –0.4
Bldg matl, hardwr, garden-retl 5200 2.6 6.8 5.9
Books: pubg, pubg & printing 2731 8.5 19.0 5.4
Btld & can soft drinks, water 2086 5.3 10.9 11.7
Business services, nec 7389 0.5 1.6 5.6
Cable and other pay TV svcs 4841 1.3 2.8 –1.6
Can, frozn, presrv fruit & veg 2030 4.7 10.7 5.0
Catalog, mail-order houses 5961 8.4 27.8 10.6
Chemicals & allied products 2800 1.9 4.4 1.7
Cigarettes 2111 3.9 6.8 –8.7
Cmp and cmp software stores 5734 1.1 7.2 –2.2
Cmp integrated sys design 7373 0.7 2.4 7.6
Cmp processing, data prep svc 7374 1.1 2.4 3.2
Cmp programming, data process 7370 6.8 16.7 5.3
Communications equip, nec 3669 1.3 3.4 5.3
Communications services, nec 4899 3.4 6.0 29.4
Computer & office equipment 3570 1.6 5.3 1.8
Computer communication equip 3576 2.7 4.5 15.1
Computer peripheral equip. nec 3577 2.2 4.6 7.7
Computer storage devices 3572 1.8 6.1 12.7
Computers & software-whsl 5045 0.3 3.8 13.1
Construction machinery & equip 3531 0.5 1.4 7.9
Construction-special trade 1700 3.2 8.4 10.6
Convenience stores 5412 1.2 3.0 –5.3
Convrt papr, paprbrd, except boxes 2670 3.8 8.0 4.8
Cookies and crackers 2052 3.5 6.2 10.0
Cutlery, hand tools, gen hrdwr 3420 11.8 24.1 10.6
Dairy products 2020 0.9 34.5 20.7
Dental equipment & supplies 3843 1.6 2.9 9.1
Department stores 5311 3.7 13.0 5.3
Distilled and blended liquor 2085 4.3 33.1 10.8
Dolls and stuffed toys 3942 15.2 29.5 11.2
Drawng, insulatng nonfer wire 3357 0.8 2.0 2.2
Drug & proprietary stores 5912 0.9 3.2 18.2
© The McGraw−Hill
Companies, 2003
Ad Dollars
As % As % Annual Ad
SIC of of Growth
Industry Code Sales Margin Rate
Drugs and proprietary-whsl 5122 2.6% 28.9% 11.6%
Eating and drinking places 5810 3.8 27.9 5.7
Eating places 5812 4.2 16.4 6.6
Educational services 6200 4.2 10.2 9.3
Elec meas & test instruments 3825 2.9 6.1 7.2
Electr, oth elec eq, ex cmp 3600 1.3 5.3 –5.7
Electric housewares and fans 3634 6.4 18.3 6.9
Electric lighting, wiring eq 3640 1.9 5.0 1.5
Electrical indi apparatus 3620 2.3 6.7 8.0
Electromedical apparatus 3845 1.3 2.1 10.1
Electronic comp, accessories 3670 2.2 5.4 1.6
Electronic computers 3571 1.5 4.4 10.5
Engines and turbines 3510 2.4 8.2 9.5
Engr, acct, research, mgmt. rel svcs 8700 1.7 5.7 22.2
Equip rental & leasing, nec 7359 2.0 3.4 9.4
Fabricated plate work 3443 2.7 13.8 12.9
Fabricated rubber products, nec 3060 1.8 5.8 11.7
Family clothing stores 5651 3.7 10.0 14.1
Farm machinery and equipment 3523 1.1 3.8 4.6
Food and kindred products 2000 10.2 24.0 –0.4
Food stores 5400 4.0 12.6 15.2
Footwear, except rubber 3140 4.5 11.2 10.1
Furniture stores 5712 6.9 17.4 9.4
Games, toys, chld. veh, except dolls 3944 12.0 21.1 4.3
General indi mach & equip, nec 3569 0.9 2.3 13.9
Grain mill products 2040 7.5 15.0 –5.6
Greeting cards 2771 3.5 5.1 1.5
Groceries & related products-whsl 5140 2.2 14.7 5.5
Grocery stores 5411 1.1 3.8 8.6
Hardwr, plumb, heat equip-whsl 5070 4.1 27.5 9.6
Health services 8000 8.7 21.1 20.8
Heating equip, plumbing fixture 3430 6.6 15.4 –11.8
Help supply services 7363 0.8 3.8 19.5
Hobby, toy and games shops 5945 3.0 11.3 1.0
Home furniture & equip store 5700 3.0 7.3 10.3
Hospital & medical svc plans 6324 0.4 2.6 10.2
Hotels and motels 7011 2.7 11.4 –1.8
Household appliances 3630 3.0 10.3 6.0
Household audio & video equip 3651 4.2 12.3 8.8
Household furniture 2510 7.6 24.0 12.6
Ice cream & frozen desserts 2024 2.0 7.6 –6.6
In vitro, in vivo diagnostics 2835 1.1 2.6 –6.9
Indi inorganic chemicals 2810 1.1 2.6 3.2
Indi trucks, tractors, trailers 3537 1.7 7.0 6.6
Industrial measurement instr 3823 0.8 1.8 7.7
Industrial organic chemicals 2860 1.1 3.2 –3.1
Investment advice 6282 5.4 16.1 10.5
Jewelry stores 5944 4.6 10.3 9.4
Knit outerwear mills 2253 2.9 10.4 3.5
Knitting mills 2250 3.6 12.5 –2.5
219
Chapter Seven Establishing Objectives and Budgeting for the Promotional Program