By how much has advertising been cut?

Man: The market shares figures seem worrying, don’t they?
Woman: Yes. Now down by 20%. Advertising shrinks by 30%, and I think that is the problem.
Man: Well, actually, it’s all because of a reduction in total expenses.
Woman: So by how much?
Man: 35%.

Man: I heard sales declined gradually at first but then increased, is that right?
Woman: The figure did decrease for two quarters. But last month, there was great improvement in it, while the figure drops this month.
Man: Well, would it go down to the same level as the end of the second quarter?
Woman: Hard to say.