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I agree with both the OP and Asher:

Yes, marketing is not about immediate ROI -- but that kind of wider awareness DOES have it's own return on investment.  Less measurable but still a consideration.

I like what Seth Godin had to say about it a few months back.  He said that if you don't have the money to go HUGE with that kind of campaign, you're better off not doing it at all.  You need to have an objective in mind when you spend money, and you may need to set an experimenting budget to help find the right venues.

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