If you live on the East Coast you can get to Los Angeles by simply driving west on any road. But a more effective and efficient way might be to consult a road map and select the fastest, most convenient, most efficient way to drive there, with stops planned, and overnight reservations made in advance.
Advertising works somewhat the same way.
There are arguably seven elements you should consider, or key questions you should answer, in developing an advertising strategy. Decide what you want your customers to do when they respond to your advertising. No ad and no program should be produced without a primary objective in mind. Define your market area on a map. The way you appeal to potential customers and where you place your advertising depends upon who your customers are and how you define your trade area.