As in running a business, the key to success is focus. Too often, unfortunately, there's an inverse relationship between the size of an advertiser's budget and the number of objectives the advertiser hopes to achieve. No matter what the size of your advertising budget, an extremely tight focus is critical. Advertising works when it's focused. Contrast One of the most basic principles of advertising is that of contrast.
Contrast means going against the grain.
If you want readers to remember your ads, they have to be different from your competitors'. Me-too ads do little or nothing to boost awareness of and preference for your show. If your competitor claims to be the industry's leading show, you can't claim to be the leader. If your competitor claims to be an international show, you can't claim to be an international show. If your competitor uses a highly factual copy approach, you can't use a highly factual copy approach.