Affinity Programs Pace has developed affinity programs that, in some cases, have replaced other promotional advertising. Customers' buying patterns can be measured against the cost of the program. The cost-benefit ratio is known. Well-planned programs enable clients to avoid that famous saying by John Wanamaker, "I know that half of my advertising dollars are wasted…if I only knew which half." Events that focus on your best customers can generate a WOW factor and word of mouth that distinguishes your company.