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To: TGPTNDR who wrote (88227)	9/17/2002 6:42:43 AM
From: Joey Smith	Read Replies (1) \| Respond to of 275872

re:BTW, I'm a little bummed at the budget. I didn't see a time parameter - but you can't convey a very strong message for $25 million. I hope that's not an annual budget.> One generally accepted theory of advertising is that you have to spend a certain, significant amount to have any impact (a threshhold). Of course, there is also a saturation point as well. Therefore, you have an "s" curve. I'm not sure the $25M over the next 1.5 years will have any impact at all (considering who/what they are going up against). The $25M is probably money wasted at this point. Joey