The basic understanding is to make out the difference between a strategy and a tactic. For successful and long term benefit, always focus on building a strategy; it lasts for the maximum limit. Analyze the target audience that you wish as your market, the geographical factors, what media would suit them the most for publicity, and what advantages are you offering them; why is your market better than the market of your competitor. Give the audience something to ponder over. Usually there is a segmented audience, in other words you can always find your niche audience. Through this way you would exactly know who your users are and then you would specifically focus on their interests. This is important as your customers are the ones who would generate your income. To put this in a practical world, you must investigate the market first, know about your opponents and before applying any strategy, go for pre-testing. For the end, always evaluate your results and note it down, big profits does not persist for long. Hope you would learn something new today.