Really… what does ASAP mean? ASAP as in next week if it’s convenient? ASAP as in tomorrow morning? ASAP as in I need to hire some extra help to get it done within an hour or we lose the project? Can we in the Advertising industry all agree to stop using the term ASAP? It tells me nothing about when anything needs to be done. Just tell me when you want it and I’ll let you know if it’s possible.