In todayâs economy, it is easy to justify making cutbacks. With so many companies hard up for cash, finding areas to cut corners seems like the right approach. Statistics show that when companies look to cut down costs, marketing and advertising are among the first to receive a smaller budget. This is not always the best plan of action. Becoming smarter about where you spend your marketing dollars is. These days, consumers are flooded and inundated with marketing messages from the moment they wake up, until the moment they fall asleep. There are ads for beer, ads for cars, ads for gadgets and devices designed to make your life easier. But for the most part, all of this information goes in one ear and out the other. Donât get me wrong, marketing is effective and when it comes to decision time, the ads a viewer has been exposed to, often times, influences their decision, but the problem lies in one small fact. Radio, television and print ads can all be targeted at specific demographics. For example, a print ad for a BMW or Mercedes might do better in the Wall Street Journal as opposed to Sports Illustrated.