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Everyone understands the importance of advertising; it's the "how" that's a mystery to so many.

Following a few basic rules will help develop an effective campaign.

Define your target audience, this will dictate the tone.

Find your target audience, this will dictate the medium.

Understand your target audience, this will dictate the offer (ie what will turn them on to you).

Easier said than done? Certainly; but let us worry about that!