Advertising is a bit like magic in a way. If you do it well you can make something out of nothing; you get to charge high prices for undifferentiated commodities. Like all good magic it's not totally clear how it works, but unlike magic it's not because people are keeping secrets. Advertising is mysterious because of its relationship to imitation. Imitation is a subject that most of us misinterpret.
When you understand something you can control it. The infographic below explains the mechanisms that make advertising work. Use it to create campaigns that follow the laws of advertising.
(If you can't see the infographic above check your ad blocking software hasn't mistakenly blocked it.)
Liked this infographic? Here's another: Advertising Strategies Used by the World's Biggest Brands.