MOST OF US KNOW what a “TMC” is. TMC stands for “total market coverage,” and it’s that product you occasionally offer to advertisers with the promise that it will be delivered to every household in a specific area. But then there’s the “TMR” and it’s very different from a TMC. The TMR is an ad much like the one above. Terrible use of color. Even worse design. It’s cluttered, it has no dominant art, it has a bazillion type faces, it’s over-designed. It’s just a mess. But…the advertiser really likes it. No matter how many times you’ve consulted with her, no matter how many spec ads you’ve created for her, no matter how many other, better ads you’ve shown her…she really likes this ad. And you’ve come to realize she’s not going to change her mind. That’s when you do what you need to do: Give up and give in, and do a TMR: Take the Money and Run.