How Advertising Works - Part 4: The Second Principle

In parts one and two of this series I observed that most ad people and most agencies do not have unifying principles for how and why they create advertising. In part three, I discussed the first principle of what I call Performance-Based Advertising. Today, I'll talk about the second principle.Principle #2: Advertising messages should be created for, and directed at, the heavy-using, high-yield