because good advertising pays for itself.
| efficient | cost effective | penny wise | & ready to rock-n-roll

my grandfather had a saying: keep an eye on your nickels and dimes and your dollars will take care of themselves. suffice to say, bumpa died a wealthy man.

burn money  
don't get me wrong: if you've got money to burn, i'll go get my zippo! i'd rather, though, keep your ad budget as lean, mean and effective as possible. that way you're more likely to get results and i'm more likely to keep you as a customer. it's coinscalled a win-win, and except inside the beltway, that's how most folks like doing business.