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Excerpt
The following is an excerpt from the book Steal These Ideas!
by Steve Cone
Published by Bloomberg; September 2005;$18.95US/$26.50CAN; 1-57660-191-9
Copyright © 2005 Steve Cone

Why Advertise?

Most people believe that advertising dollars should be spent solely to launch a new product or service, build brand awareness, and generate leads. There is nothing wrong with these objectives, but by themselves they present an incomplete picture.

There are six essential reasons to advertise, some of which are not obvious.

Copyright © 2005 Steve Cone