advertising: levels 3 and 2
Online or off, it’s my personal opinion that advertising is one of the reasons that marketing gets a bad name. It's a comfort blanket. Anyone can do it. It needs regular repetition to work. The results of print advertising are difficult to measure, and when times are tough, it can drain your cash flow.
No Nonsense recommends that you stick to the Golden Rules: “Try to reach your potential customers as directly as possible,” ie - look at other tactics first. And "Include at least three seperate activities running at the same time," ie - don't rely on advertising alone to get the results you want.
Advertising does have a place in some marketing campaigns and it's usually of most value at levels 3 and 2. Take the Advertising Test to see whether it should be included in your campaign.