It's not an either-or. Broadcast does an exceptional job of carpet-bombing and interactive is efficient and does an excellent job of site-bombing. It is the combination that wins the war.

This is really carpet-bombing, super-saturation. It is a very ambitious program but sampling is the first step if you are looking to move things forward. And it is the single best investment you can make.

Adding the P&G infrastructure is like putting a growth hormone into Gillette, and that in turn helps P&G businesses. P&G is continuing its growth into developing markets at a very fast rate and already has surpassed the market leaders of previous centuries in developing markets.

They will let the consumer lead, and they will follow them to where, and importantly, when, they lead.

There are more failures than there are successes.

Spending all that money for a one-day hit is a fool's errand. If you're smart, you use your Super Bowl presence to feed your business through the rest of the year.