The document discusses strategies for effective promotional advertising. It notes that traditional advertisements have become intrusive, ineffective, irrelevant and repetitive. Instead, marketers should focus on the human experience and integrate advertising into consumers' lives through four spheres: public, social, tribal and psychological. The document provides a five step process for developing such customer-centric advertising: 1) define objectives from the consumer's perspective, 2) choose the right sphere, 3) test, listen and adjust ads, 4) evaluate expansion strategies, and 5) constantly refresh messages as consumer preferences change.