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New info on buzz, publicity, and word-of-mouth advertising The fun and easy way(r) to create effective ads and increase your profits Need to develop a hard-hitting, memorable ad campaign? This practical guide gives you the inside scoop on creating attention-getting, results-driven advertising in all mediums— from electronic and print to radio, TV, online, and outdoor formats. You'll see how to deliver a powerful, consistent message and when you should— and shouldn't— use shortcuts to save costs. Discover how to Set a realistic ad budget Define and position your message Identify and target your audience Create great ads for every medium Make an emotional connection Use ad speak effectively