Always include your brand name in the headline of your ads. So says Jeffrey J. Fox, the author of the book "How to Become a Marketing Superstar - Unexpected Rules that Ring the Cash Register."
It doesn't do any good for a software developer to educate the public that there's a really neat application out there. Somewhere.
Include your brand name in your ads, brochures, and flyers, and more people will remember your software and find it when they need to.
Interestingly, Jay Conrad Levinson, the author of the book "Guerrilla Marketing - Secrets for Making Big Profits from Your Small Business," advises us not to include an important keyword in the toll-free phone number that we choose for our company. "Be warned that if it spells out a word, people probably won't write it down because they'll figure they'll remember it. But the truth is they won't"