Over the last few columns, we’ve been talking about Promotion. Last time, we walked through a brief overview of Public Relations otherwise known as PR. Now we are going to talk about Advertising.

My philosophy on advertising is that in most cases, the goal of your ads should be Data Capture. You can read my blog on that topic at http://tinyurl.com/WhatYourAdShouldDo.

The key to all of advertising is to answer the following question for your target audience: What’s In It For Me? The person viewing your ad is fully tuned into WIFM.