There are more than a few philosophies about what advertising should do. They all have merit. If you’ve tested something and it’s working for you, DO IT! I’m not going to make this into a white paper about all my research on the various ways to approach advertising. I’m simply going to make a case for the philosophy that makes the most sense for the most people based on my experience watching everyone’s campaigns through FrontGate Media. Some people pursue immediate conversion: see their ad, buy their stuff. Other people use their ads to generate awareness as in “Available Now!” As for me, most of the time I think advertising is all about Data Capture.