Advertising surrounds us everywhere and more than ever: in our professional lives, in our personal lives, out on the streets, and at any time on our smartphones. What is it that makes us repeatedly fall for the promises of advertising campaigns? What characterizes successful advertising? This book offers a fresh perspective on the advertising industry and presents new ways to effectively, credibly, and without unnecessary scatter losses improve advertising success. With his 50-point plan, the author invites the industry to rethink and provides marketing professionals, agency staff, and media providers with many inspiring ideas to plan advertising efficiently and user-oriented. The second edition has been supplemented with many helpful practical tips that clearly highlight what is important for effective advertising.