“The outcomes aren’t bad, ” says an OECD official, “but they are not at a level we might expect, given the expenditure.”

“结果并不坏”，一位OECD的职员说，“但就支出而言尚未达到我们的期望值 ” 。

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"This is an investment, not an expenditure, " he said.

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Even with the daily protestations that marketing is an investment and not a cost, in deference CMOs know their media budget is second or third on the capital expenditure list, and disconsolate CFOs are struggling to bring down overhead.

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