The traditional view of advertising is focused on the functional quality of goods and services. He is very much focused on the unique benefit of the product, but the world is changing and is full of examples of totally virtual phenomena. Therefore, to create effective advertising campaigns should be intelligent combination of classical and modern techniques. First, based on what strategy the advertising promotion and planning of advertising campaigns - this is the allocation of key competitive advantages of product or service. Advantage may be rational: lower price, more functionality, higher speed. Or emotional, that is, the use of the product gives the impression of wealth, such as Rolex and Rolls Royce cars. For example, when she is brand Nike, it was just a good quality comfortable shoes. In the process of brand development is the accumulation of characters, and has not sold the goods himself, but a symbol. Buying shoes Nike, we buy health. Nike - a symbol of the American dream, a symbol of victory. It is difficult to maintain the uniqueness of the product level, such as special tread soles of shoes. The uniqueness of the emotional values - is the task of the brand, is the strongest type of competition. But, with an emphasis on values, it is necessary to monitor the quality of the goods. Whether rational or emotional benefit from your goods or services, most importantly, that this advantage was unique. In the advertising appeal must be clearly, clearly and consistently talk about the advantages of adhering to a strategic line. If the emotional advantage as, for example, Nike or Rolex, you must be consistent in showing properties and characteristics of the brand. If the benefits of good, it must be in the advertising message to present convincing evidence of the distinctive features of a good, display advertising in the witnesses and to guarantee high quality. Many companies can say that their product or service is the best on the market. But it is important that consumers thought the same. Perhaps 10% of the target audience will buy the product immediately after the advertising company, the other 70% will not immediately take action, but they can make a choice later, and 20% did not find benefits. This happens in cases where the advertising simply stated about the advantages. To make treatment more effective to provide the consumers of this commodity. The main thing - it is to break the mistrust. No need to create the concept of the benefits of the commodity which is not important to consumers.