Why don't dental advertising representatives actually know what produces returns on marketing investment? Because if they knew, they would not be working as advertising reps. They would be running direct response marketing operations of their own. The reality applies across the advertising sales industry. Reps are friendly, helpful, and well-meaning. Most are also genuinely interested in being useful to clients. What they typically lack is the operational expertise to evaluate which campaigns will produce return for any specific advertiser. Their training focuses on selling the inventory their publication or platform offers, not on testing what actually works. Their compensation structure rewards [...]