Clues you can use

1. Advertising agencies are not all the same

2. Direct mail can be effective for some types of products or services.

3. Value is important in advertising messages.

4. Economical media are not always the cheapest ones.

5. Repeat impressions are essential.  Repeat impressions are essential.

6. Testing your marketing and advertising is critical before launching the full program.

7. Innovation (in products and in ads) is, by itself, usually not very compelling.

8. Sales revenue is, in fact, related to advertising dollars and effectiveness.  Too bad.

9. Entrepreneurs should not try to be their own lawyer, accountant, or.... ad agency.

10. Opportunities for promotion may not always match your nice plan.  Seize them anyway!

11. Retaining an existing customer costs one fourth as much as landing a new one.

12. Decide what you need to spend in order to succeed.  Look at your competitors.  (Smart, huh?)

13. Internet advertising is both intriguing and tricky.

14. Evaluate your program as it happens and assume that it can always be improved.

The 14 clues above should be sufficient for you to figure out the letters that go in the 14 blanks.  Stick with it.