As the newly hired hospital marketing director, you have your first meeting with the administrator. “Okay,” he says, “We need to advertise our physical rehabilitation program. I’ll give you a couple of days to tell me how much you’d like to spend. Is $5,000 enough? I think we can afford a little more if you need it. And, based on what I’ve seen in the newspapers, St. Mary’s seems to be spending a little less than that. Give me your thoughts in two days.” Two days are up.