Here's the full table on which the graph is based.

Notice that if your brand is worth $2bn, your ROI is likely to be 2.5 times as high if you invest just 1% of revenues in advertising compared to investing 10%. However, the ABSOLUTE return is about 4 times higher if you invest 10% (because you are investing ten times as much).

For full details, check out this summary of the factors affecting advertising ROI by Paul Dyson at Accelero.

​What to learn more? Try asking Virtual Dan White.

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