-Richard Shain/president/Performance Analysis Group/Newton, Mass.
"We can't judge the true value of a TV commercial. The point of a car commercial is simply to get the brand out there. At the price of $50 million, I believe the client has a better chance of seeing an ROI by playing craps at the Taj."
-Al Jimenez/director-creative communications/Practivo-Hispanic division of Bluefish Design/Tempe, Ariz.
"With the proliferation of reality TV shows across all networks, 'The Apprentice' will face tough competition, despite the forecast for mainly weak new sitcoms. Add to that the lack of novelty. Plus, who can stand Donald Trump repeating the same line two seasons in a row? Bottom line: way overpriced!"
-Silvina Penovi/advertising and market tracking project manager/Ford Motor Co./Dearborn, Mich.