#1 Which financial ratio is the best fit for determining the relative success of advertising strategies? (companies within same sector and similar advertising cost) When write why.

1) PER

2) PBR

3) OP margin

4) Net profit margin

5) Gross profit margin

#2 What does not have an impact on the shareholders required rate of return?

1) Business nature of a company

2) Level of financial leverage of a company

3) Level of risk aversion or preference of shareholders

4) The number of outstanding shares of a company

5) Risk free interest rate