A lot of ad spend isn't about positive ROI but "being in the game," i.e. if you don't advertise then customers, suppliers and partners all perceive you as a mar

A lot of ad spend isn't about positive ROI but "being in the game," i.e. if you don't advertise then customers, suppliers and partners all perceive you as a market laggard. That perception has major consequences. For example, the top technical and managerial talent goes to your competitors. But there are companies that do little advertising - they have other ways of building and sustaining their brands.