When you advertise in local newspapers, you get better results if you include the name of each city in your headline. People are mostly interested in what is happening where they live. I advise you to include the brand name in your headline. If you don’t, 80 per cent of readers (who don’t read your body copy) will never know what product you are advertising. If you are advertising a kind of product which is only bought by a small group of people, put a word in your headline which will flag them down, like asthma, bedwetters, women over thirty-five.