Unless your advertising investment produces the right returns, you may as well give your hard earned cash away

Placing advertising is expensive so you need to make sure it works. Rule number 1 – it needs to be exciting. In a world of infinite choice and ever reduced product distinction you need to get your potential customer excited by what they see. Once you’ve gained their attention with good design and advertising you need to be informative, then comes the clever bit, the art of persuasive literature. So unless it excites, informs and persuades then you really could be missing the target. They say all publicity is good publicity but given the choice we’d like to make it all good!