Tracing channel advertising costs to product lines was more difficult. An advertisement often contained pictures of products from several product lines and there was no easy way to determine how much benefit was attributable to each line. It was simply not practical to count square inches; in any case, in many ads, the largest image was the company name. The local radio spots suffered from the problem. We were not going to count second, and anyway the company name was often the most prominent part of the ad