Functional comparability under TNMM supported exclusion of ITeS comparables with R&D, intangibles, diversified operations, or unavailable segmental da...
Nature of advertisement expenditure - revenue or capital - public memory is very short and, therefore, the companies have to incur advertisement expenditure year after year to keep products fresh in the minds of the public hence such expenditure cannot partake the character of giving any enduring benefit - AO has grossly erred in treating such expenditure as intangible asset - revenue Exp.
Nature of advertisement expenditure - revenue or capital - public memory is very short and, therefore, the companies have to incur advertisement expenditure year after year to keep products fresh in the minds of the public hence such expenditure cannot partake the character of giving any enduring benefit - AO has grossly erred in treating such expenditure as intangible asset - revenue Exp.
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