The book is addressed to everyone who orders advertising, allocates budgets for advertising, makes decisions regarding advertising and promotion, or does advertising on their own. Do you know how effectively advertising works? Have you ever wondered what the return is on the money invested in advertising? Would you like to see greater results from the money invested in advertising? The advertiser’s memo accumulates many years of experience of the author, one of the top ten consultants, and, first of all, is aimed at increasing productivity advertising. Thanks to the tools from this book, you will be able to achieve what you want from advertising, earn significantly more from advertising, and not lose advertising budgets due to typical mistakes of advertisers. The book will also make it easier to make decisions about advertising, the advertising budget, and facilitate the assessment and analysis of the effectiveness of your advertising activity. Turn advertising costs into thoughtful, working investments.