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Spend The Money Over: Typically, you may spend from three to eight percent of your gross on advertising. Keep in mind that the commitment to spend the money over the entire year is much more important than the amount of money you allocate toward advertising. Nothing will waste money faster than to spend a large amount of money in the beginning of the campaign, and when results are not immediately forthcoming, to pull back and stop advertising.
Spend your money according to your plan. Make some adjustments during the year to fine tune your efforts, but keep at it for the rest of the year. You will be surprised how this commitment to results will pay off despite some temporary misgivings.It can be argued, for instance, that if children were more strongly motivated to read, and reading standards were improving, then the school would probably need to spend money on extra books. Success in reading should spur children to read more, and as reading improves, books at more advanced levels will be required. So if we ask schools whether they are spending more money on books, and what sort of books they are buying, we have an objective measure, which probably reflects the attitudinal and motivational changes in the school.
GRESHAM'S LAW, gresh'amz, in economics, is usually stated as "bad money drives out good." The law stems from the fact that money has a value both as money and as a commodity in the open market. The former value is set arbitrarily by law and is relatively fixed; the latter is determined by supply and demand and varies from time to time, "Good money" has a higher value as a commodity than as money and will disappear from circulation. |
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