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Part Four Objectives and Budgeting for Integrated Marketing
Communications Programs
Belch: Advertising and
Promotion, Sixth Edition
Figure 7-15 Concluded
IV. Objectives and
Budgeting for Integrated
Marketing
Communications Programs
Ad Dollars
As % As % Annual Ad
SIC of of Growth
Industry Code Sales Margin Rate
Lab analytical instruments 3826 1.7% 3.2% 11.6%
Leather and leather products 3100 8.8 15.5 12.2
Lumber & oth bldg matl-retl 5211 0.7 2.3 8.4
Malt beverages 2082 7.5 16.2 –1.5
Management services 8741 1.0 6.6 10.0
Manifold business forms 2761 9.7 26.5 7.5
Meat-packing plants 2011 7.8 26.0 7.2
Membership sport & rec clubs 7997 5.6 13.5 –2.5
Men’s, boys’ frnsh, work clthng 2320 3.0 7.0 11.6
Metal forgings and stampings 3460 1.7 8.1 47.5
Metalworking machinery & equip 3540 4.5 11.5 1.7
Millwork, veneer, plywood 2430 3.5 9.9 12.8
Misc amusement & rec service 7990 3.7 8.9 18.0
Misc business services 7380 1.3 2.4 12.4
Misc durable goods-whsl 5090 3.5 14.5 25.6
Misc elec machy, equip, supplies 3690 4.2 12.3 4.4
Misc fabricated textile products 2390 1.0 3.8 14.4
Misc food preps, kindred products 2090 3.0 7.7 17.8
Misc furniture and fixtures 2590 2.3 6.4 10.2
Misc general mdse stores 5399 4.5 19.5 –4.5
Misc manufacturing industries 3990 4.2 7.9 9.7
Misc nondurable goods-whsl 5190 0.5 2.3 –17.9
Misc shopping goods stores 5940 3.2 11.0 12.7
Misc transportation equip 3790 5.3 17.3 3.0
Miscellaneous publishing 2741 27.1 41.0 18.2
Miscellaneous retail 5900 0.7 2.3 0.4
Mortgage bankers & loan corr 6162 4.9 10.5 16.7
Motion pict, videotape prodtn 7812 8.0 25.4 2.8
Motion pict, videotape distr 7822 5.6 14.3 –1.3
Motion picture theaters 7830 2.8 15.8 10.4
Motor veh supply, new pts-whsl 5013 0.4 1.5 –1.7
Motor vehicle part, accessory 3714 0.9 3.3 10.9
Motor vehicles & car bodies 3711 2.7 10.9 6.8
Motorcycles, bicycles & parts 3751 1.7 4.9 9.6
Motors and generators 3621 0.9 3.2 6.4
Newspaper: pubg, pubg & print 2711 2.2 5.0 2.5
Office furniture, except wood 2522 1.0 2.5 16.2
Operative builders 1531 1.0 8.1 11.9
Ophthalmic goods 3851 7.8 11.4 16.4
Ordnance and accessories 3480 2.1 7.2 2.2
Ortho, prosth, surg appl, supply 3842 2.1 3.8 4.1
Paints, varnishes, lacquers 2851 3.1 7.3 11.1
Paper & paper products-whsl 5110 0.4 1.9 12.1
Paper mills 2621 1.8 4.3 –1.4
Patent owners and lessors 6794 7.5 11.8 –34.3
Pens, pencils, oth artist matl 3950 8.1 19.3 –0.2
Perfume, cosmetic, toilet prep 2844 11.9 19.0 4.8
Periodical: pubg, pubg & print 2721 6.0 12.6 6.5
Personal credit institutions 6141 2.5 5.0 25.3
Personal services 7200 2.4 7.1 6.1
7. Establishing Objectives
and Budgeting for the
Promotional Program
© The McGraw−Hill
Companies, 2003
Ad Dollars
As % As % Annual Ad
SIC of of Growth
Industry Code Sales Margin Rate
Petroleum refining 2911 0.7% 3.4% 2.8%
Pharmaceutical preparation 2834 5.8 8.2 3.1
Phone comm except radiotelephone 4813 3.0 6.5 9.9
Phono records, audiotape, disk 3652 13.4 37.8 15.1
Photographic equip & supply 3861 4.3 8.7 –1.5
Plastics products, nec 3089 5.1 15.0 5.7
Plastics, resins, elastomers 2821 0.5 1.8 –31.1
Poultry slaughter & process 2015 3.4 18.4 9.4
Prefab wood bldgs, components 2452 1.8 6.1 22.3
Prepackaged software 7372 3.7 5.1 12.2
Prof & coml eq & supply-whsl 5040 1.3 3.8 8.7
Racing, incl track operations 7948 2.5 5.8 14.0
Radio broadcasting stations 4832 6.3 18.6 31.1
Radio, TV broadcast, comm equip 3663 0.4 1.2 8.1
Radio, TV, cons electr stores 5731 3.9 15.5 6.8
Radiotelephone communication 4812 4.6 8.4 21.9
Real estate dealers 6532 3.9 5.4 17.2
Real estate investment trust 6798 3.8 12.2 30.6
Record and tape stores 5735 1.4 3.7 7.0
Refrig & service ind machine 3580 2.0 6.4 12.9
Retail stores, nec 5990 3.7 9.9 15.1
Rubber and plastics footwear 3021 10.4 27.8 12.5
Scrap & waste materials-whsl 5093 4.7 48.5 28.1
Security brokers & dealers 6211 1.1 1.8 9.1
Semiconductor, related device 3674 3.2 5.6 14.9
Shoe stores 5661 3.0 7.8 8.4
Soap, detergent, toilet preps 2840 10.7 21.9 4.4
Spec outpatient facility, nec 8093 0.9 2.7 17.6
Special clean, polish props 2842 12.8 22.1 7.9
Special industry machinery 3550 2.1 6.0 9.6
Special industry machy, nec 3559 1.2 2.9 2.7
Sporting & athletic gds, nec 3949 5.6 14.8 13.9
Steel works & blast furnaces 3312 1.9 21.0 17.0
Structural clay products 3250 2.7 5.9 10.2
Subdivide, dev, except cemetery 6552 6.9 20.2 8.8
Sugar & confectionery prods 2060 12.7 32.6 3.8
Surgical, med instr, apparatus 3841 1.7 2.6 12.2
Tele & telegraph apparatus 3661 1.0 2.8 –2.2
TV broadcast station 4833 5.6 13.8 12.8
Tires and inner tubes 3011 1.8 5.8 2.0
Tobacco products 2100 3.9 5.7 7.2
Trucking, courier svc, except air 4210 0.6 9.9 10.7
Variety stores 5331 1.1 5.0 4.7
Watches, clocks and parts 3873 13.7 23.3 17.4
Water transportation 4400 7.3 18.5 15.6
Wine, brandy & brandy spirits 2084 11.3 19.2 10.5
Wmns, miss, chld, infnt undgrmt 2340 5.4 15.0 9.4
Women’s clothing stores 5621 4.7 12.3 6.8
Women’s, misses, jrs outerwear 2330 3.7 12.6 7.5
Wood hshld furn, except upholsrd 2511 3.5 11.6 7.4