by Muthupandian. T To be effective, advertising must be interruptive—that is, it must make you stop thumbing through the newspaper or thinking about your day long enough to read or hear the ad. Advertising must also be credible, unique, and memorable in order to work. And finally, enough money must be spent to provide a media schedule for ad frequency, the most important element for ad memorability. Advertising Checklist: 1. Communicate a simple, single message. People have trouble remembering someone's name, let alone a complicated ad message. For print ads, the simpler the headline, the better. And every ad element should support the headline message, whether that message is "price," "selection," "quality," or any other concept. 2. Stick with a likable style. Ads have personality and style. Find a likable style and personality and stay with it for at least a year, to avoid confusing buyers. Be credible. If you say your quality or value is the "b...