57 Media Spikes is the distillation of 30 years of midnight oil, hands-on, multi-media, media planning and buying experiences, and is designed to help you improve your ad campaigns now, and save you 30 years of learning. Your advertising is your business lifeline. It attracts new business. It generates sales. This keeps the lights on. Big or small, your ad budget needs to be invested smartly, in media that reach your target group. Don't let your 1st class creative be undone by a 3rd class media buy. Remember, as much as 80% of your ad budget goes (or should go) to the media which is carrying the freight. Your sales message. Whether you do it yourself or have it done for you, your advertising is your salesman. You need to give it every chance to make that sale by appearing in front of your candidate audience as efficiently and effectively as possible. In an engaging, conversational style, the author shares 30 years of secrets, tips, strategies, and philosophies used for both National high-profile advertisers, as well as Regional and Local advertisers who want to raise awareness, and lower their blood pressure. The author advocates ongoing testing of your campaigns to maximize your campaign performance. When you test small, you learn what will work, and what can be replaced. There is no failure when you test - there is only results. There are more than fifty (50) tips and strategies which are eye- openers and wallet savers. Any one of them to save you much more than this book's cover price, and might just save your next campaign.