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Prof. Baruch Lev on the proposal to change the tax treatment of advertising spending

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Excerpt from Fortune -- "'The idea is not completely crazy,' says Baruch Lev, an accounting professor at NYU's Stern School. 'It's been shown that the benefits of advertising stretch over two to three years.' But Lev insists that assuming they last a decade has no economic rationale. 'I'd recommend perhaps writing off half in the first year, and half in year two, so all the ad spend from year one is expensed by the end of year two,' he says. 'Ten years is extreme.'"

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