In the latest Coca Cola 10K they declare advertising expense in millions of dollars as follows:
I like to measure advertising expenses in “Coca Cola companies”, a Coca Cola company being about $3 billion per annum.
Here is the advertising expense for Hewlett Packard from their latest 10K.
HP expenses advertising costs as incurred or when the advertising is first run. Such costs totaled approximately $1.2 billion in fiscal 2011, $1.0 billion in fiscal 2010 and $0.7 billion in fiscal 2009.
Not in my wildest dreams would I have guessed that HP would spend a third of a Coca Cola company on advertising.
I do not disbelieve the number – but I am stunned.
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