Advertising is the life-blood or your business, intended to motivate potential consumers to shop and buy at your business rather than someone else’s. Go to the library and do some research, only to find shelves of books about how to prepare a business plan, how to get a business license, how to hire a lawyer, and how to hire a lawyer to sue your lawyer! These books will fall into one of two categories. One, the book will be so general as to be irrelevant. If you're lucky, it might have a chapter on Advertising, the sum and substance being that you really should Advertise. Gee, thanks. Second, the book will be so overburdened with useless statistics and number crunching that it'll be of little use or interest to anyone except a Ph.D. in Advertising. Is there such an animal? Sooner or later, you'll come to the unpleasant realization that you're knee deep in KaKa!