This document discusses different strategies for advertising campaigns. Traditionally, ads were found in newspapers, billboards, and flyers. Now there are many more options like online banners, blogs, videos, widgets, games, and mobile apps. An effective strategy looks at a customer's daily life to find opportunities to provide relevant messages. It also examines the customer's purchase process to find ways to influence consideration and trial of the product. Creative strategies include questioning conventions, using unconventional media, changing perceptions of the product, creating engaging events, and getting customers involved through interaction.