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Archive for January, 2014

Dropping the ball – wasted ad dollars

Dropping the ball – wasted ad dollars

New research points to an old reality – advertising dollars are often wasted when the goal is more about ‘brand ego’ than sales or relevant word-of-mouth. An ad that entertains has no guarantee that it will be effective marketing. With national or local ads, the first question should always be, ‘How will it facilitate the buying decision of my target market?’

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