AD SPENDING
(000$)
Advertising spending including: an estimate for the current year, a forecast for
the coming year, and an historical figure for last year. Advertising includes media,
direct mail, point-of-purchase materials, production, ad department operations, research
and other direct costs as reported in government filings.
COMPANY NUMBER
A number assigned to each company in each section showing the number of firms analyzed.
SIC DIFF
The difference between a company's Ad-to-Sales Ratio and the average Ad-to-Sales
Ratio for that Company's industry, as defined by the SIC Number.
SIC NUMBER
Standard Industrial Classifications Number of each company and industry as assigned by the
U.S. Department of Commerce to each company's primary line of business.
AD TO SALES RATIO
Advertising expense divided by net sales (after discounts and allowances) as a
percentage. An estimate for the current year. The "low" and
"high" are the lowest and the highest ratios of the current year, five years
back, and one year forward. In service industries, net sales is revenue or gross
income or other measure used by accountants as the "top line" of the income
statement.
AD TO MARGIN RATIO
Advertising expense divided by gross margin (net sales-cost of goods sold) as a
percentage. An estimate for the current year. The "low" and
"high" are the lowest and highest ratios for the current year, five years back,
and one year forward.
In service industries, cost of goods sold is the cost
of operations and providing services. Includes: labor, materials, goods purchased
for resale, productions expense, and production overhead. Excludes: depreciation,
amortization, income taxes, administrative expenses, and other non-production expenses.
GROWTH RATES
The average annual compound growth rate in ad spending and the average annual
compound growth rate in sales, as a percentage from the current year to the coming year.
THE MEANING OF E
"E" indicates that no historical advertising spending was available for
this company. Estimates were based on an industry Model for that firm's industry.
Accuracy depends upon how similar the firm is to others in the same industry.
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