Advertising and marketing are not just about the occasional big ideas, celebrity endorsements and senseless media spending. They are about clearly understanding how advertising works, and then developing a long-term strategy that suits your brand within the competitive framework. Is this just theory, or is there an authoritative voice?

Pitch presents a chance to get the ultimate global guru of advertising and branding, John Philip Jones, to answer your questions. Yes, he will answer questions from readers of India's best-regarded marketing and advertising magazine, Pitch. The answers will appear in the form of a monthly Q&A column by Prof Jones. He is a person who needs no introduction. He was a practitioner in the business for more than 25 years and is the author of many best-selling books. He was the pioneer in developing fact-based models of how advertising works. He is a consultant with many leading global marketing companies.

So put your thoughts together, and send your question to Jones@pitchonnet.com. Then watch out for the Q&A column with JPJ in future issues of Pitch.