"Instead of just purchasing an ad campaign, target test and measure. Give an ad a small try. If the response is enough to pay for the ad, make it larger. With a franchise, ask the most successful franchisees what they did. Ask the bottom five guys what they did and avoid it."

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One of the promising indications of a renewal in the Church's missionary consciousness in recent decades, has been the growing desire of many lay men and women [...] to cooperate generously in the 'missio ad gentes.' As Vatican Council II stressed, the work of evangelization is a fundamental duty incumbent upon the whole People of God.

— Pope Benedict XVI