It's hard to resist the big media buy. People line up to buy 30  seconds on the Super Bowl for $2.6 million a pop. It happened with  the Academy Awards too. It costs about $53,000 per second to reach  viewers  of the event. We're seeing a new trend where even direct marketing professionals  are getting caught up in the frenzy. Many business owners think their  target audience is much broader than it actually is. We think  everyone should hear about our brand. Maybe they'll need us later and  remember the commercial. Maybe they'll recommend our brand to a  friend someday. Good luck. It comes down to this. Do you want millions of eyes on your company  brand or would you prefer thousands of new customers? The tough truth  is that putting your product on a billboard in Times Square is rarely  a good way to make money for your business. It all has to pencil I'm not saying we shouldn'