For decades a preferred method to determine the most appropriate budget level, creative message and media mix was to do real-life in-market testing. At the time testing was linked to return on investment (ROI) only by implication. Because testing was both costly and time-consuming, once advertising science evolved to modeling, real-life testing was abandoned in favor of the more synthetic approach. This saved a bit of time and money. Results were linked algorithmically to ROI. Now, advertising science and ROI performance has evolved to another level of excellence. Not since Recency was introduced twenty years ago by Professor John Philip Jones and Erwin Ephron has there been a major advance in media planning. Now it is here in the form of The Advertising Planning Protocol, aka The APP.