Combinations drive success - just look at history: burger and fries, pencil and paper, hammer and nails, car and driver, vodka and orange juice, Abbott and Costello...you get the picture. Marketing success depends upon the combination of advertising tools used to reach an audience with a message, communicate what you want them to do, and convince them to do it.

Effective communication is governed by four rules. People hear, learn and remember based on these rules in everyday conversation, in educational environments, in sales presentations, and especially in Advertising and Marketing. Here they are: