"This use of advertising - to add a subjective value to the product - becomes increasingly important as the trends in our technology lead to competing products becoming more and more the same."

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If cuts have to be made, the question then becomes which expenditure adds the least value? This is possibly what drives companies to reduce their advertising expenditure - simply because they do not understand its full value and especially as it is usually the single biggest investment on the balance sheet.

— Paul Dyson