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The First Casualty - How We Killed Traditional Advertising. 2. Success Can Be Deadly - Don't Take Your Brand Awareness For Granted. 3. Fish Where the Fish Are. 4. Celebrity Endorsers, Spokespeople, and Icons: When to Use 'Em, When Not To. 5. Packaging Matters - It's Your Last, Best Shot, So Make it a Good One. 6. To Sponsor or Not to Sponsor That's the Question. 7. Free Media - Your Best Friend or Your Worst Enemy. 8. Making Your Employees Part of Your Message and Your Product. 9. The Proof is in the Pudding. 10. Never Miss Another Opportunity.
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