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Create, Connect, Convince by Jorg Dietzel

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7. Advertising tools

What are some of the tools and themes that agencies employ when constructing a campaign? Be aware, though, that while some of these can help, they can also overshadow the message. Or they can be just an easy way out if there is a dearth of ideas.

CELEBRITIES

Some clients love to have celebrities in their campaigns. Shooting a print ad or TV commercial with these personalities gives them an opportunity to meet them. I have been to many clients’ offices where the walls are framed with pictures showing the client smiling next to David Beckham, Zhang Ziyi or some other celebrity.

Celebrity endorsements can be useful as they help to:

• create instant awareness for a new product or service;

• position the brand by association; ...

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