In the past few years, the advertising sphere has seen the rise of Total Market Strategy (TMS), calling for a single overarching message that is then implemented at the tactical and experiential level for specific segments under that umbrella. As this concept grows in popularity with clients, educators and students must understand the shortcomings of endorsing such a strategy, for often what TMS promises is not necessarily how it is practiced or performed. To not understand TMS' capabilities and shortcomings is to greatly impair the future of the industry, for every brilliant creative campaign that has penetrated American culture had a strong and sound strategy implemented in its execution.