$  "Top managers on the client side of the business may be financial whizzes, but they aren't marketing geniuses.  As a group, the executives did the  worst on questions about advertising."
                                   Yankelovich Clancy Schulman
                                                                                   Wall Street Journal

 $$ Advertising cannot be seen as the cost of doing business - it must be seen as an investment, which can produce fabulous returns or nothing.

$$$  80% - 20% Rule:
Like most investments, planning is the secret.
80% of time and effort should go into planning and 20% into execution.  Unfortunately the reverse is usually true.