A company I worked with recently was spending a good deal of money advertising their product in both print and direct mail. They were not getting the results they needed to justify the cost.
We put together a marketing program by bundling a few of their most popular products and creating a price leader for that particular bundle. We then created unique advertising promoting this particular bundle, placed the advertising where it would be seen by this company's target customers, trained the staff on responding to the responses for that bundle, AND initiated a system to track the responses and ad results.
We had created a marketing plan, not merely bought advertising.