1. Do not spread your budget across too many media.
  2. Determine the media that works best for your business
  3. If the media that works best for you is a mass media, dominate it or don’t use it.
  4. To make your ad work, it needs to be believable.To be believable you need to be specific with your claims.Avoid words like biggest or best.Replace with actual numbers or some sort of definitive descriptions.
  5. Advertise when your product is moving; promote when sales are slow.