Does your annual ad spend keep increasing? If your brand is working properly your advertising budget should only increase year over year if you are launching a new product or service, if you are targeting a new demographic/market or you need to respond to new /changing competition. If it's increasing just to keep the bottom line where it has been, then it is time to re-evaluate your media mix. BUT don't stop there. Audit your brand. It may be time for a refresh.
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