“Success means never letting the competition define you. Instead you have to define yourself based on a point of view you care deeply about.”
—Tom Chappell, Tom’s Of Maine

“Why,” she asked “did you put two Xs in Exxon?”
“Why ask?” he asked.
“Because,” she said, “I couldn’t help noticing?”
“Well,” he responded, “that’s the answer.”
—Alan Fletcher, The Art Of Looking Sideways

As you planned your 2010 weekly ad schedules, you probably crossed out at least 20% of the weeks during the year because they were obviously connected with a holiday. For Valentines Day, you normally promote the event the week before and the week of. Likewise with Memorial Day, Independence Day, Mother’s Day, Father’s Day, etc. you have a couple of weeks to promote each event.