11.   Executives at companies with big ad budgets were much more favorably disposed to advertising than were those with less to spend.

12.   In good times, ad budgets flow, moods are buoyant and advertising and agency are emboldened to take chances.

13.   It can happen to anyone with an unlimited ad budget.

14.   It faces increasingly tough competition from investment banks that often have more capital and much bigger ad budgets.

15.   Keeping pace with their American rivals, Japanese automakers also increased their ad budgets last year.

16.   Promotional materials will also be mailed to executives at agencies and client companies responsible for planning national ad budgets.

17.   Publishing executives, however, insist that the computer trade magazines are still doing brisk business and that ad budgets are increasing over all.

18.   Several advertisers in competitive categories like automobiles and movies have increased their ad budgets.

19.   Still, some marketers with large ad budgets for daytime television say the lurid content of many talk shows is not something they want associated with their products.

20.   Suddenly basketball sneakers seem to be on the wrong side of the fashion cycle, and shoe companies are slashing ad budgets.