The Advertising Budget to Retail Sales Should Look Like This… 14 12 10 8 6 4 2
▲ Advertising Budget ■ Retail Sales
D ec
N ov
O ct
Se p
t
t us A ug
y Ju l
e Ju n
M ay
A pr
M ar
Fe b
0 Ja n
Percentage of Annual Sales
16
■ Retail Sales
▲ Advertising Budget D ec
N ov
O ct
t
Se p
t
y
us
A ug
Ju l
e
Ju n
M ay
A pr
M ar
Fe b
Ja n
Percentage of Annual Sales
Not Like This…
14
12
10
8
6
4
2
0
Canadian Retail Sales
New Car Dealers
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Used and Recreational Motor Vehicle and Parts Dealers
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Gasoline Stations
Percentage of Annual Sales
9.5 7.6 5.7 3.8 1.9 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Furniture Stores
Percentage of Annual Sales
10 8 6 4 2 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Home Furnishings Stores
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Computer and Software Stores
Percentage of Annual Sales
10 8 6 4 2 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Home Electronics and Appliance Stores
Percentage of Annual Sales
20 16 12 8 4 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Home Centres and Hardware Stores
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Supermarkets
Percentage of Annual Sales
9.5 7.6 5.7 3.8 1.9 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Convenience and Specialty Food Stores
Percentage of Annual Sales
9.5 7.6 5.7 3.8 1.9 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Beer Wine and Liquor Stores
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Pharmacies and Personal Care Stores
Percentage of Annual Sales
10 8 6 4 2 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Clothing Stores
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Shoe Clothing Accessories and Jewellery Stores
Percentage of Annual Sales
20 16 12 8 4 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Department Stores
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Other General Merchandise Stores
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Sporting Goods Hobby Music and Book Stores
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.
Canadian Retail Sales
Miscellaneous Store Retailers
Percentage of Annual Sales
15 12 9 6 3 0
JAN.
FEB.
Source: Stats Canada Retail Trade July 2003-June 2004
MAR.
APR.
MAY
JUNE
JULY
AUG.
SEPT.
OCT.
NOV.
DEC.