I'm going out on a limb with my next two Freebies - How Ads Work Part 1 and Part 2.
Pablo Picasso is credited with saying, "Good artists borrow, great artists steal."
Much of the information in these two eBooks is stuff I stole from Roy H. Williams, aka The Wizard of Ads, especially the mind-blowing Advertising Performance Equation (APE) in Part 2. It will totally transform the way you look at advertising. (I hope he doesn't mind.)
Part 1 guides you through some of the same discussions I've done here - showing you HOW the different mediums work - now all condensed in one single document. Most sales reps in advertising know how to sell their products, just not how to use them. This guide will help you understand the strengths and weaknesses of each medium so you'll know more than your reps. Plus, as a bonus, I dispel some of the most common myths of advertising and share with you the Wizard's definition of Transactional and Relational Customers - probably the single greatest business concept I learned at Wizard Academy.
Part 2 includes the APE, plus a bunch of ad examples that have a strong impact. Although the ads are copyrighted, the techniques they use are simple enough for you to steal for your own use.
Best of all, both eBooks are completely FREE! You are encouraged not only to download them, but to share them. Send them to all your friends in the industry. Copy them to your Shop Local campaigns. Distribute them to anyone you know who needs help in advertising. Believe me, we all benefit when advertising improves.
You know why most ads don't work? Because most people don't know how ads work. These eBooks are your starting point to making your ads work for you.
PS Use these two in conjunction with Understanding Your Brand and you will be light years ahead of your competition in understanding advertising and making it work for you. Think of it as a Master's Degree without the time or expense (or the outdated info most colleges still teach).