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B2B by Wilson Chew, Jacky Tai

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CHAPTER 13

Rule No. 6 – Brands Are Built With PR, Not Advertising

 

 

 

 

 

 

WHEN was the last time you read an advertisement? And we are not talking about recruitment advertisements. More importantly, when was the last time you actually believed something you read in an advertisement? You probably don’t really remember. The fact is, we are bombarded by so many advertising messages a day that we just tune out most of them.

Now, even if you do read an advertisement and it advertises a product at an unbelievably good price, you would still be sceptical, wouldn’t you? If you see a new freehold condominium in a good location being advertised at a very low per-square-foot price, what would you think? You would probably think that in order to ...

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