Can you sell ice to Eskimos? Convince a movie mogul he needs to buy a new Lear or another Cessna? Talk Kate Moss into insuring her cheekbones to the cool tune of $5 million? With effective advertising, you can! Advertising is only one of the numerous marketing tools firms use to catch the attention of prospective clients. The more effective the advertising, the more interest a product or service generates. However, advertising goes beyond the creation of ads, billboards, and infomercials. It involves research-intensive processes - from identifying target markets, for example, and evaluating test subjects' response to formulating a product's selling points or branding slant. In the old days, the focus was simply delivering the message to as big an audience as possible. Today, trends have changed. Companies spend on customer profiling, response tracking, and the utilization of newer methods, such as niche marketing and email advertising. Learn more about advertising as you read the articles below.