14-11 Find other examples of marketers creating controversy by promoting culture-based products that could be viewed as inappropriate by others outside of that culture. (AACSB: Communication; Reflective thinking) pg97 Marketing by the numbers:

advertising-to-sales ratios Using the percentage-of-sales method, an advertiser sets its budget at a certain percentage of current or forecasted sales.

However, determining what percentage to use is not always clear. Many marketers look at industry averages and competitor spending for comparisons. Websites and trade publications publish data regarding industry averages to guide marketers in setting the percentage to use.