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The Complete Idiot's Guide to Target Marketing by Susan Friedmann

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Chapter 16
The Different Faces of Advertising
In This Chapter
◆ Understanding the smart way to advertise
◆ Recognizing the multiple advertising options available
◆ Choosing the right advertising medium
◆ Applying targeted advertising strategies that work
Sometimes you have to spend money to make money. That is the concept behind advertising: guaranteed placement and exposure in order to capture your target audience’s attention.
Advertising has a bad reputation, and that is frankly because there is so much of it—and much of it stinks. However, few small businesses can survive without mounting some form of advertising campaign. The trick is to keep your advertising efforts in perspective: they should form a part of your overall marketing and promotion ...

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