Millions of advertising dollars are wasted every year in our country. Advertising has become redundant and rhetorical. We are all bombarded with over 5000 messages every day! Most of us won't admit to believing what we see or hear, and we don't usually search out advertising. Yet advertising has had an enormous impact on society over the years, greatly influencing consumer choices we make on a daily basis.The purpose of spending money on advertising is to elicit a behavioral response! This book explores how to accomplish that.