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Brand Aid, 2nd Edition by Brad VanAuken

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9

brand advertising

Advertising is one of the most frequently used and powerful communications mediums for brand building. How then does one maximize the effectiveness and efficiency of this medium?

Selecting an Ad Agency*

First, if you don’t have an advertising agency, select one. Begin by thoughtfully defining what is most important to you in an agency, and clarify where you need the most help. This decision will be an important touchstone throughout the remainder of the process.

Cut out your favorite magazine ads and record your favorite television commercials. A good place to find great ads is creativity-online.com. Other sources are One Show and Communication Arts awards books. Also, most cities have ad clubs that judge and recognize the ...

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