Advertising can be a bottomless pit. It is a necessary feature of most businesses, but also one that can cost more than it returns. To advertise effectively requires insight, planning, creativity, communication skill and an ability to think outside the square. For an advertisement to work, it must take the potential customer through the following 6 stages:

Developing Product Awareness
Provide Information
Develop a Desire for the Product
Develop Conviction
Distinguish Brand or Model Preference
Make Firm Decision.

Some advertisers prefer to start on step one and then directly jump to step 6. The essence they fail to understand is that you cannot make a good pizza by just kneading the dough and putting it into the oven…other ingredients are required in the proper quantities to make pizza feel like pizza rather than fried dough.