So many fantastic responses already covered here. ROI is tricky. The most savvy business owners invest in a fine blend of call-to-action/direct response (tracked by source codes and training your team to ASK) and BRANDING (often intangible, but consumer awareness). Thinking VERY globally, consider Coca-Cola. We wouldn't think they need to invest a dime in advertising, right?

Yet we see consistently Coke coupons as well as their billboards and TV spots. Hmmmm. Maybe they're onto something. ;-)