Logistics - facilitating accurate and timely movement of goods - by road haulage - roads have shoulders - Logistics = intelligent operation between those shoulders. Logitics Company didn't use it, so made a good ad for motorbike tyres - which also have shoulders
Lose the fat and allocate resources to enhance what you got. Effective advertising has to be memorable, resonate with the market by ringing true and delivering a meaningful message, communicate how the product or service fits into and improves consumers' lives
Right message, right method of delivery - Are your customers into social media?, then let's generate interesting content to engage them. Would an offer / update / newsletter direct to their email inbox achieve more? What about good old press ads?