# 13 · Advertising

**PRINCIPLE** — Clear enough to convert.

**RULE** — One message, one proof, one CTA cell. Five information levels from brand-led to CTA-led. Red mode max 1 in 3 ads per campaign.

**WHEN TO USE** — Paid social, display, retargeting.

**WHEN NOT TO USE** — Organic storytelling.

**DO**
- State terms in the caption
- Approved prices only

**DON’T**
- Countdowns, fake urgency
- Placeholder prices in market

**EXAMPLE** — See board Ad set (11).