Using the percent of sales method, an sets its budget at a certain percentage of current or forecasted sales. However, determining what percentage to use is not always clear. Many marketers look at industry averages and competitor spending for comparisons, and companies such as Schonfeld& Associates provide annual reports on advertising-to-sales ratios by industry. While this information is published in proprietary reports, many Web sites and trade publications, such as Advertising Age, publish summary data regarding industry averages as well as adver - tising-to-sales ratios for top advertisers