CHAPTER
13 
Telling Your Target MarketWhat to Do
There is no question that creative knowledge means power in this business and distinguishes you from not only chiquitas at the other stations, but also from rinky-dink little crapmaster advertising agencies. Most of these parasitic goobers don’t know anywhere near as much as you do when it comes to the difference between a good and bad spot. If you don’t believe me, just pay attention to some of their commercials. Little podunk agency creative is usually infested with clichés.
So far, we’ve discussed ...
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