There is a very common misperception in our business: In a party, when I tell someone I am a business-to-business communication strategist, they usually reply with “Oh . . . advertising.” I, of course, don’t want to be rude, so I just say, “Close enough.” Now that we have more time, let’s go deeper into the matter and I’ll try to make my point.    Advertising is the act or practice of calling public attention to one’s product, service, or need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, and in other ways to get more customers.  Advertising is a very effective tool when you need to sell a product or service and the buyer has very little or no influence at all in the product … Read entire article »