Normally we buy from this guy, that guy or the other and place our trust in various pre-supposed media positions. Each of these media is in themselves designed for results of divergent markets. Each has a specific demographic or audience and each claims to provide a given market share by age location or some commonality. Each of these products if taken in a solo posture will normally accomplish the perceived result originally proposed.

It has been said that 50% of our advertising dollar is wasted, but we have never been able to determine which 50%. In truth we rarely have the patience or the capital to follow the advice of our ad people. Though it is explained that results are not instant, it takes time to educate customers, the exposure over long periods creates advertising character, awareness, profile, and etc., yet we still look for the silver bullet and instant gratification. These habits, desires and expectations are with us and cannot be changed. We will always want it yesterday, mainly because we wait until we really NEED, or on the other hand can AFFORD to advertise.

ALL too soon we recognize that trying to SAVE money by NOT advertising is like turning back the clock to SAVE time.!!

With the high cost of advertising it is difficult to "Test" each media for results. We try print, radio, TV, billboards, word of mouth, coupons, door-hangers, newsletters, faxes, direct mail and Internet. We are told, they all work, and they do. These forms have evolved to sophisticated marketing venues, each standing soundly on its' own history and proven track record.

The problem is that regardless of promise we normally cannot afford them all at one time. The irony is that it takes them all to grow your business. What if you could develop a plan that would use this entire media? What if it hit all of your demographics was highly visible and saturated the target market? Had a starting point and a stopping point to judge effectiveness of each specific media, and all media as an aggregate. What if all media, stood on its' own, was cross-supported, could stand accountable and was affordable?