The wise business person spends his advertising dollars like an investor. Investors seek safe and reliable returns on their investments. They know they can’t afford to risk all their advertising dollars in one single shot. And just as importantly, investor-minded … Continue reading →

Consistency should be the bedrock of any effective advertising campaign. Without consistency, no advertising campaign can be effective. One brilliant, bold, full-page ad that appears once in a magazine is worth far less than a smaller ad running with more … Continue reading →