These promotions have increasingly been getting a larger share of the total marketing dollar, she added.

In presenting themselves as a "good buy" they can tap marketing dollars to support their projects.

But he said that beginning in 1994, the division would focus its marketing dollars on one car a year in each market segment.

Still, most of Purdue's marketing dollars were aimed at doctors.

"Only the big national companies will have the marketing dollars to maintain a competitive edge."

Since arts groups are vying for marketing dollars against major players, like sports events, they have to position themselves as partners.

Chevy was getting less for its sales and marketing dollar than anyone else in the industry.

He thinks there is more than enough marketing dollars in the New York area to go around.

And some along Broadway say the league's strategy has actually helped individual productions in their searches for marketing dollars.

"These are things that had tremendous publicity and marketing dollars spent against kids," he said.