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Ad It Up

Are you gonna make 'em laugh? Cry? Run and hide? Your advertising strategy makes all the difference.

By Chris Penttila • May 1, 2001

Opinions expressed by Entrepreneur contributors are their own.

Advertising costs are high, and consumer attention spans arelow. It's a scary combination that has every business ownersearching for advertising's Holy Grail: the ad that's notonly memorable but also has a measurable impact on the bottomline.

The trend over the past few years has been toward wacky imageads seemingly unrelated to the products they're touting. A signof the times, those ads emerged during the freewheeling late 1990s,when companies could put outrageous images and words onto a page orscreen and still see unlimited cash flow in their pockets.

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