Before you start advertising you need to decide on the objective of your campaign. There are six objectives and a prospect needs to achieve the first objective before he can move on to the second objective. For example, a prospect must be aware of your company before he will understand the value you offer. #1 Develop an awareness of your product/service. #2 Understand the value your offer. #3 Develop a desire for your product/service. #4 Take an action towards a purchase #5 Retain a current customer. #6 Entice clients to refer other customers to you. Your advertising campaign should only attempt to achieve one of these objectives at a time. In other words, do not try to have one ad that is designed to develop awareness from a new prospect as well as retain an existing client.