Television and Web advertising is like water skiing.  Your business needs to spend enough to get out of the water and be noticed above all your competitors.  If you start an advertising program on a small budget, it’s like pulling a skier with a small horsepower boat – it takes much longer for your business to get on top of the water (and on top your competitors). If you set the right budget, the business rises like a skier being pulled behind a MasterCraft.  Sadly, many businesses start with a small budget than change strategy or stop advertising around the 3 month point. This is long before their business is on top of the water.  When a business halts advertising, it stays on skis above the water for days/weeks/months but eventually sinks below the surface having lost its horsepower and momentum.