Do you guys look at advertising as a fixed or a variable expense. As sometimes you might need a lot and sometimes might not want any. For instance, my goal is thirty cuts per week, so I am looking at advertising as a fixed expense until I hit that goal. Then I won't advertise any more this season unless I start to fall short of that weekly average. Or do you always just try to set aside a certain amount per month for current and/or future advertising? Also, should I shoot a huge portion of my wad up front or are there still lots of oppurtunities to pick up clients as the season progresses? I have $2000 alloted for advertising and marketing this year (is this too much for my goals, not enough, unkown?). I am hoping to acquire 25 regulars and have some vacation clients and other occasionals....hoping to average about 30 per/week. Any advise how to best spend that money? How effective and how expensive are money mailers? Also...any ideas for coupons or other incentives?