Oh someone has written the Business 101 course. It doesn't say anything about throwing money away on image advertising to an investor audience when you should be marketing (that's much broader than just advertising) to a targeted audience who might want to buy your product.
Image advertising is something that a Boeing, a NAACP, a BP, a GE, even a Red Cross does. It's there to change or create a certain attitude towards an organization. It's very expensive and takes a long time to influence prople's opinions. It sells nothing. It's not designed to sell anything.
The vast majority of the money the company has blown on its advertising budget was, IMO, completely useless. I'll bet that after spending, say $150,000, on advertising, maybe 60,000 people on planet earth could tell you who CyberKey is, what it does, and how it can benefit their lives. So that's about $2.50 per person informed. And of that 60,000, how many could name 1 product the company offers? How about 2? I'd say maybe 1,200 people tops. Do youremember the last football or baseball program you bought? Can you remember what local restaurant advertised in it and what their specialty was? Of course not. This kind of advertising takes years to build an effect.
Why JP is targeting the consumer market is way beyond my understanding. It's a DRM product first and foremost. Sure, it does a few other things, but even most of these other things are of far greater value to businesses than consumers. Consumers may eventually buy them as part of a larger product or service package, but why bother spending huge sums to educate consumers that you make the the part? How many of the world's 10,000 chip and electronic component companies have you heard of? 4? 12? Yet you still buy their parts when you buy a TV, IPod, stove, car, etc.
Sorry, the same third graders who worked on the financials also decided on the ad campaign. You don't get sued for this mistake. You just wake up one day and find that you're broke and have nothing but a bunch of framed ads on the wall to remember your company's former cash.
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