Kottler defines "access" as the critical path item in any marketing initiative. So, what does this mean?
If you can't communicate with your prospects - and get their attention - you'll never be able to stimuate their interest.
More money has been spent on not reaching decision makers than on anything else in marketing (See John Wanamaker, 1932). Take the time to design your marketing and media plan so it actually puts your message in front of the people who you need to see it. Otherwise, you'll never see a positive ROI.