MillerWhite researched current market positioning of client and competitors. MillerWhite provided comprehensive analysis by medium to determine the cost effectiveness of a very saturated market. The particular methodology MillerWhite utilized created a common standard of measurement by which all mediums could be compared to one another, i.e comparing web ads to TV to print, to Radio to Outdoor. As a result MillerWhite recommended maximizing advertising budget efficiency through ad positioning within key mediums to increase top-of-mind-awareness among a highly populated industry.