Every advertising & marketing communication, whether it’s a national TV campaign or a local B&W dealer newspaper ad, should do three things: Capture the audience’s Attention. Hold their Interest. Help them Recall your key selling message. AIR. If it’s so easy, why is it so hard? Using real-life print, TV and web examples, we demystify the process and provide a clear road map to better ads. With interactive exercises and team participation, it’s an important way to remind everyone in your organization—from sales to marketing to manufacturing to management—of the key essentials that create great marketing communications.