In this case, I have to ask what mode of advertising you are using. If you're using a press release to advertise the opening of your ECA Store or some activity somewhere within it, you definitely want to provide all pertinent information in order to really excite the reader. On the other hand, if you're using a simple text ad or a small graphical ad, you're very limited in terms of how much to tell a reader.
Essentially, your goal with an ad is to target a given reader's curiosity and then send them to a place (in this case, likely one of your gateway links) where they can receive more information in a form that will excite them into the action you desire, whether it's signing up as your PSA, buying one of the digital downloads you're selling, putting together an ECA store, or participating in a PriceBender Auction. As you target that reader, of course, you may know something additional about him or her--for example, if you're posting an ad on a shopping website, you might use a small ad that says "BETTER THAN AMAZON!" or the like (likely with cool, attractive graphics) that sends them right into your TripleClicks gateway.
As you might have gathered by now, most of this will depend on the goals and methods of your campaign, and as you practice setting up a specific type of campaign, the process will get easier and easier. It does, however, take practice... If you want help, consider asking your a2a friends, your sponsor and co-sponsor, or folks on the forums what they think of this idea or that. Most folks will give you a straight answer. I know I would.
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In this case, I have to ask what mode of advertising you are using. If you're using a press release to advertise the opening of your ECA Store or some activity somewhere within it, you definitely want to provide all pertinent information in order to really excite the reader. On the other hand, if you're using a simple text ad or a small graphical ad, you're very limited in terms of how much to tell a reader.
Essentially, your goal with an ad is to target a given reader's curiosity and
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