Advertising Is Like Exercise

Here's what the ROI monkeys don't understand about advertising. They think you can advertise today and measure the results tomorrow. It doesn't work that way.

Advertising is like exercise.

If you're not used to running, and you run 5 miles today, you will not be stronger or healthier or feel better tomorrow. Or next week. As a matter of fact, you'll probably feel like crap.

But if you run 5