To get results in Advertising:
Think of your advertising budget as a pitcher of water and the media you use as glasses. To get customers to “take action” from your advertising investment, you must carry them through the stages of communication (unawareness, awareness, comprehension, conviction, action, and non-action). By ﬁlling one glass, you have successfully completed these stages through that medium. Only then should you add another. How many glasses are you trying to ﬁll? Is it a media-mix of a media mess? Is it working? Are you ﬁlling each glass (media) before you add another one?