Make No Mistake Common ad-campaign screw-ups

Want to really mess up your advertising campaign? Barry Cohencan tell you how. The 47-year-old co-owner of AdLab MediaCommunications LLC (www.adlabcreative.com) inClifton, New Jersey, points out common bad ideas in his book, 10Ways to Screw Up an Ad Campaign (Entrepreneur Press).

"After 21 years of working with businesses, I saw adesperate need for people to have a no-nonsense, simple guide tohelp them avoid common mistakes," Cohen says. Among his sageadvice on what not to do in your ad campaign:

Hire your brother-in-law asmarketing director. Relatives don't always make thegrade. Instead, hire someone who is really qualified to handle yourpromotion.