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Enough Money To Drop: The ray enters the drop at P, meets the surface again at R, is reflected to Q, where it leaves the drop in the direction of QE. The ray is refracted or bent on entering the drop at P and again on emerging at Q — the amount of this refraction depending on the acuteness of the angle at which the ray meets the surface. Now it may be shown that there is a particular point P, such that any ray from S striking the surface below P emerges again above Q, and any ray above P also emerges above Q — the former owing to the more acute angle of the reflection, and the latter to the greater refraction on entering and leaving the drop.
GRESHAM'S LAW, gresh'amz, in economics, is usually stated as "bad enough money to drop drives out good." The law stems from the fact that enough money to drop has a value both as enough money to drop and as a commodity in the open market. The former value is set arbitrarily by law and is relatively fixed; the latter is determined by supply and demand and varies from time to time, "Good enough money to drop" has a higher value as a commodity than as enough money to drop and will disappear from circulation.
Typically, you may spend from three to eight percent of your gross on advertising. Keep in mind that the commitment to spend the enough money to drop over the entire year is much more important than the amount of enough money to drop you allocate toward advertising. Nothing will waste enough money to drop faster than to spend a large amount of enough money to drop in the beginning of the campaign, and when results are not immediately forthcoming, to pull back and stop advertising.
Spend your enough money to drop according to your plan. Make some adjustments during the year to fine tune your efforts, but keep at it for the rest of the year. You will be surprised how this commitment to results will pay off despite some temporary misgivings. |
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