ABSTRACT
Whenever I consult with a client or teach an advertising seminar or workshop, certain questions and issues seem to come up over and over again. Furthermore, business people seem to make many of the same errors when it comes to planning, creating, and carrying out their advertising efforts. Although I have tried to cover many of these matters earlier on in this book, I thought I would use the last chapter to address some of the issues that have been raised in meetings with businesspeople like yourself over the years.
