Tom Shay shows that while advertising may be successful, promoting to current customers and utilizing unique events, increases the return on advertising. The powerpoint cannot give all of the information from the presentation because each time the presentation is given, the content is sure to vary. The room has 100 posters mounted on the wall and participants are invited to select which posters are discussed (see slide 9). This is an interactive session; the powerpoint only gives a broad overview of the presentation. www.profitsplus.org