EXAMPLE

April 2001:  Who’s Using Whose?

1.      Nouns and pronouns add an apostrophe and sometimes an “s” when they show possession of the word that follows them.

2.      Apostrophes take the place of the missing letter in contractions of pronouns and linking verbs.

Original	Revised
Working with an advertiser who’s service is in the "Mature" stage will require advertising that is focused on both your advertiser’s unique Benefit and a Superior Offer.	Working with a client whose service is in the "Mature" stage requires focused advertising on both his Unique Benefit and a Superior Offer. Who’s [who is] going to do it?
Its a bad idea to position it’s products that way.	It’s [it is] a bad idea to position its products that way.
Current customers are longtime user’s of the service.	Current customers are longtime users of the service.
Customers seldom switch and use other competing service’s.	Customers seldom switch and use other competing services.
The company’s Positioning Statement can speak directly to the Target Audience desire to purchase a product.	The company’s Positioning Statement can speak directly to the Target Audience’s desire to purchase a product.
Your job at this point is to discern which of these benefits is most appropriate for your advertiser Target Audience.	Your job at this point is to discern which of these benefits is most appropriate for your advertiser’s Target Audience.