Problem: Sports Instrument recognized its position as a distant second in the heartrate wristwatch category. The company was in the process of introducing a new line of heart rate monitors. The emphasis of the new line was one of appealing design combined with price-point features. The flagship of the new line was to be the ECG 5, a monitor targeted to competitive athletes accustomed to higher levels of training. The line was well received at the dealer level; however, manufacturing difficulties delayed delivery by as much as three months. The ensuing cash crunch negatively affected the advertising budget by over 50%. This affected money originally allocated to full page and spread ads in market-related publications. [ read on ]: