Ann: Appendix 4C - quarterly, page-9

In regard to the $1m on TV advertising....the question they should be asking is what is the return on investment(ROI). For example look at company's like Harvey Norman & Nick Scali they are both public company's that extensively advertise on TV and both achieve ROI's of between 5X - 10X respectively. If I am not mistaken the general rule of thumb is 10x ROI. This is probably the reason why company's like Revitive do the same. If these sort of returns are possible then you "find" the money to advertise on TV and then keep reinvesting whilst at the same time you are building a brand.

Also incontinence is no different to other "female products" such as Tampons, Pads, Panty Liners etc.......people are no longer worried about old fashioned traditions or taboo subjects etc.

In terms of their overall marketing / brand strategy it would be common sense for the company to appoint a "high profile female CEO" or at least that women (more than 1) are represented on the Board of Directors.