Advertising is not about stunts, or hype, or simply creative expression. It is about finding methods of communicating your message to your customers in a way that generates sales.

Advertising cannot work miracles, and it cannot work in a vacuum. It is only one part of your company's overall marketing communications plan, including company identity, packaging design, public relations and corporate communication.

The creation of effective advertising isn't shrouded in mystery and it's not a matter of guesswork. It is the result of an understanding of the tools of effective communications. The effectiveness of your advertising can and should be measured, both in sales and on your bottom line.