Advertising is an arms race with your competitors, so it is difficult to assign a fixed price to it - you simply need to be spending roughly as much as your com

Advertising is an arms race with your competitors, so it is difficult to assign a fixed price to it - you simply need to be spending roughly as much as your competitors are. Somewhat similarly, on the matter of choosing between alternative advertising platforms, the uncertainties surrounding the quality of their products makes it difficult to choose between them, so people can be inclined to simply go with heuristic measures like a known brand (i.e. Facebook).