The mark sought to be registered consists of a four-tier design having and a plurality of rectangular boxes and ovals; the top tier includes a dollar sign and a rectangular box with the terms "In-Market Performance"; at tier two are three rectangular boxes separated by "X" symbols; the terms in the three rectangular boxes are "Attention", "Brand Linkage", and "Motivation"; between the second and third tiers of rectangular boxes are diagonal lines with arrowheads pointing at the second tier of rectangular boxes; along these diagonals are the words "Verbal Diagnostics" and "Visual Diagnostics"; in the third tier are four rectangular boxes with the terms "Entertainment", "Flow of Attention (Cognitive Processes)", "Communication", and "Flow of Emotion (Emotional Structures)"; between the third and fourth tiers of rectangular boxes and ovals are diagonal lines with arrowheads pointing at the third tier of rectangular boxes; along these diagonals are the words "Content", "Form", "Relevance", and "Drama"; at the bottom of the design are two ovals with the terms "Execution" and "Promise".