Focus on ROI not your Marketing Budget

Is it just me or do you share my angst about people focussing on marketing budgets when they should be thinking about ROI?

Size 10 1/2 Boots is like any other business in looking closer at expenditure as the recession bites. However, we are continuing to invest in marketing activity where we can see a payback on investment. Now more than any other time businesses need to be highly visible and work harder to get cut-through amongst the noise in the market place. Better surely to evaluate potential marketing activity vs return on investment (ROI) than respond with a knee-jerk, “we dont have the budget”, isnt it?