Peter：What would it cost us if you created our ads？
Dennis：Are you thinking about print media2 advertising only？
John：We're not really sure，That's why we came to you.
Dennis：Well，how much did you say your advertising budget is？
John：About $10，000 per month.
Dennis：How long can you sustain that kind of budget without earning any income？
Peter：Actually we planned for about 5 months of advertising，in other words，we have $50，000 So you can work with that amount.Now would you give me an idea what it will cost us to make some good magazine advertisements，for example.
Dennis：Well，that depends on if we go with color or black and white.Frankly，I’d like to start out with black and white advertisement because you won't need to pay for expensive color separations and the cost of running black and white advertisements is considerably less expensive.
John：I'm not sure，but I don't think we need to have color advertisements at the beginning.
Dennis：Generally，It's better to run many small advertisements than a few big ones.In other words，all things being equal，frequency is better than size.
John：That makes sense.
Dennis：In addition，I'd like to make a split run3 of two advertisements to test their pulling power.They shouldn't cost you more than $500 to $750 depending on what elements we use in the advertisements.Let me make up a plan and get back to you next Friday，okay？
John &； Peter： Okay.
(One week later.)
Dennis：Okay，gentlemen，I have a little presentation for you.First，I suggest we start by getting as much free advertising as possible.
John：Free？ How do we do that？
Dennis：We write press releases4 about the opening of your company and the great new software products that you're introducing on the market.Then we mail them to all the magazines and the newspapers that we feel will run them.