Re: ‘A cavalier attitude of the top level incomes...' letter published, page 28, The Weekend Sun, April 14.

Thank you for the opportunity to clarify our comments in Andrea McIntyre's Letter to the Editor on April 14 on my comments in the article: ‘Rising wages and falling sales' published on page 3, The Sun, March 31.

As the economy cools, it's important small businesses keep marketing, but they're often doing so with a smaller budget. So, ensuring their marketing campaigns are closely targeted to their business' intended audience is crucial. Busy small business owners can sometimes take a more general approach to their advertising, which in today's climate leads to less optimal return on their investment.

Matt Cowley, chief executive, Tauranga Business Chamber.