064 This past year, we spent almost as much on advertising a

[Erin]

64. The following appeared in a memorandum from the vice president of Road Food, an international chain of fast -food restaurants.

“This past year, we spent almost as much on advertising as did our main competitor, Street Eats, which has fewer restaurants than we do. Although it appeared at first that our advertising agency had created a campaign along the lines we suggested, in fact our total profits were lower than those of Street Eats. In order to motivate our advertising agency to perform better, we should start basing the amount that we pay it on how much total profit we make each year.”