Expenditure on advertising has decreased tremendously over the last few decades.

Marketers who simply imitate existing products may find themselves advertising more for their competitors than for themselves.

Advertising should not be unique.

Consumers are not interested in learning about the product from what they see on posters or TV ads.

Consumers often prefer complex product shots.

The ad needs to be informative in order to be motivating and convincing.

The essence is to let consumers see how good the product is.

Some companies resort to external advertising agencies which provide a professional service.

Promoting products or services online is always less expensive.

The most effective advertising appears to be a combination of product image and product usage information.