Steven Streight promoted some more (IMO) misperceptions: >>Lousy rates and pretty pictures VS. good rates and no pictures. And who is this nameless insurance company with the good rates and no pictures in their advertising? And more to the point ... how long ago did they go out of business? Dude, righteousness != right and 'what should be' != 'what is'. 'k? SVAK  sells. It sells everything. It has for at least 100 years and I'm not seeing any signs that it's nearing the end of its usefulness. >>With insurance, the numbers tell more of a story than any picture. >>It's the numbers that make the sale. NOT pictures. There is more to advertising than closing the deal. You can't make that sale - no matter how darn good your numbers are (or your product is) - if you ain't on the short list. Those pictures get you mind share. They get your company and your product considered by the consumer. Having the best product in the world doesn't even come close to guaranteeing commercial success. And no, I believe you are still mistaken. It's not the numbers that make the sale either. Talk to any sales manager in insurance. (Or any other field.) All of their sales people sell the same product at the same price. Yet some salespeople are 'stars' and some totally suck at selling insurance. Sooooo, while the Joe Fridays  are important ... getting the sale closed takes more than that. It always has. Have a good evening, RonL.  Sex, Violence, Animals, Kids ... The basis for most advertising.  "Just the facts, ma'am."