There are two kinds of CEOs: One believes advertising to be a “cost” that must be minimized. The second type sees advertising as an investment that must be maintained to generate future income. Which kind of CEO is Rick Scott? Well, our first clue has surfaced… Rick Scott has announced that Visit Florida, the state’s tourism marketing arm, will be fully funded. Scott, you could claim, was elected based on his vow to cut costs. His decision to maintain spending at Visit Florida seems to indicate that he believes in advertising.