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Advertising: Think Before You Speak

Advertising is the nonpersonal communication of information that people usually pay for in order to persuade customers about their product, service or idea through different kind of media. And always the message that is conveyed to people carries more than actually advertisers can think, as it's impossible to satisfy everyone's mind, so that it drives to misunderstanding.
Many companies pay much money to advertising campaign so that customers could hear or know about their production; however, paying money is not the only thing, the message itself should be clearly presented, and oriented to customers' understanding, they are supposed to know what the market wants from them.
There can be various kind of advertising, like the one that conveys the message to the customer with a direct statement "This is the only chance for U to get better", or other advertising campaigns like Nike, Apple, and Gatorade express their message in a way that allows target customers to make their own conclusions, and, furthermore, an effective advertising is all about WHAT you are saying and HOW.

Steve McKee, Advertising: Think Before You Speak, Business week, Jan.11,2008