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For the past 25 years, advertising's share of total marketing spending has trended slowly downward. Until recently, that is. Two recent analyses of the marketing of large American advertisers showed that ad spending as a percentage of total marketing outlay increased between 2012 and 2015. The changes so far are small—a percentage point or two—but that's not the news here. The news is the direction of the trend: up, not down.
Why is this happening? In a word, precision.