How much should I spend on advertising?
A great deal of your money will go for marketing and advertising. That's the nature of things. Now it's true that in advertising, I mean, it was a mind-boggler to me, but I think Hershey's chocolate, for years, they didn't advertise, and their sales were still great. Just to let you know that some advertising is really wasted is when, by law, the cigarette folks could no longer advertise on TV or the radio or certain magazines. You know, they claim that this would wipe the industry out, and for the first two or three years, sales went up when they quit advertising. So, advertising is not a guarantee. But, it's necessary, and I don't think you can say a certain percentage, but it's more than you think that has to be devoted to that. The thing that I want to get across to our viewers is you've got to have a good product – or, you know, even if it's like a break through, you invented a way of flying without an airplan, or whatever it happens to be – it's got to be a great product. But having spent all that time and all this energy and everything to develop this great product, or this great recipe for Kentucky Fried Chicken, or whatever it happens to be, the amount of money that you have to spend on advertising and marketing is significant. Never forget that. It's not all done when you finally finish that development project. You've got a lot more to do.
