> Advertising should only be assumed to drive mindshare, whose link to sales is often discouragingly weak. Regardless if advertising is effective at driving sa

> Advertising should only be assumed to drive mindshare, whose link to sales is often discouragingly weak. Regardless if advertising is effective at driving sales, a dollar spent advertising Women's Self Defense on Facebook drives (Mindshare|Behavior|Sales) more effectively than a dollar spent advertising Women's Self Defense in Black Belt Magazine.