Sept, 2000-
Want to really mess up your advertising campaign? Barry Cohen can tell you how. The 47-year-old co-owner of AdLab Media Communications LLC ( in Clifton, New Jersey, points out common bad ideas in his book, The Truth About Advertising (Entrepreneur Press).
"After 21 years of working with businesses, I saw a desperate need for people to have a no-nonsense, simple guide to help them avoid common mistakes," Cohen says. Among his sage advice on what not to do in your ad campaign:
--Hire your brother-in-law as marketing director. Relatives don't always make the grade. Instead, hire someone who is really qualified to handle your promotion.
--Handle everything yourself. A better idea: Spend your time doing what you do best--and leave the advertising to someone who does that for a living.
--Do what you've always done. Nothing's worse than getting stuck in a rut. Don't be afraid to try new ideas.
Above all, Cohen that "You can out-advertise the competition, even if you can't oustpend them. there is a formula to doing this right. Follow the formula and it will work."

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