The figure, nearly 10% of the companies’ CY99 domesticsales, reveals the industry is spending its marketing dollars at a levelconsistent with that of five years ago. SGMA ranks 31 marketing expendituresfor its industry research, and found trade shows, promotional activities, andbrochures and catalogs ranked as the most popular ways to spend money. Those itemsaccounted for 16%, 15% and 14%, respectively of CY99’s marketing dollars.Within the promotional activities segment, 43% of the dollars went towardathlete and celebrity endorsements.

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