From CFO, May 22, 2018
Published Thursday, Jun 7, 2018
Advertising spend is often a “black box” for finance professionals and when budgets and economic conditions are tight, it can be the first area to be cut.
The correlation of ad spend to revenue is usually not well understood, while spending reductions will presumably flow directly to the bottom line. However, that approach may have the opposite impact intended, as companies watch revenue and profits decline…
Read more here.