There's no secret formula for effective advertising. No equation that calculates the velocity of a clever headline or the force of a dramatic visual. It's different every time. What's worked before may not work again. What's never been done may be exactly right. The one consistent factor is the fundamental need to get into the mind of the audience. What do they love? What do they fear? What makes them angry? What makes them laugh until milk comes out their noses? The key to great advertising is the near-schizophrenic ability to become the audience.