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Too Much Build-Up: Over-Zealous Ad Copy Can Break The Sale


How many times has this happened to you?

A friend recommends a film that just came out: "You've GOT to see this movie! It's SO (funny, scary, suspenseful, etc.)." They start quoting lines, excitedly taking you through the plot. You're hanging on their every word. Seems like cinema doesn't get any better than this! So you run out and plunk down $10 to see the movie. And what do you discover? That this is "just another movie"... mildly entertaining, at best. Next time this friend starts crowing about another fantastic film, you're not so willing to listen. In fact: you'll never go to another movie on their recommendation again.

What happened? Too much build-up. Someone "over-sold," and lost credibility because of it. The same is true for advertising. Too much build-up can break the sale. It's what happens when your ads are "anticlimactic."

What do I mean by advertising that's anticlimactic?

Let's say you came across an ad for a mysterious "something" that can give you the same ecstatic feeling as being in love. The advertiser doesn't mention what it is... he's too busy painting a picture of how this thing can change your life. The ad goes something like this:

"Ahh, that blissful, lighter-than-air feeling of being in love! When you feel like this, you're at your best... like you can do anything. When you're in love, you're on top of the world! Now imagine if you could summon this feeling to life at any time you wanted. Just think of what it could do for your career, for your personal relationships, for your quality of living!"

How would you feel if, after reading paragraph after paragraph about this elusive euphoria that can be yours for just a few dollars, you came to learn that the ad is about CHOCOLATE. You'd be a little annoyed, wouldn't you? You might even feel like someone had played a dirty trick on you. How likely is it that you'd buy that chocolate (even if it happened to be Godiva-quality), knowing you were duped in such a way? Not very! In fact, you'd more likely buy chocolate from the guy who told you outright, with minimal fanfare, that he was selling delicious, gourmet chocolate. Because he was being honest. And you, the consumer, appreciate honesty. Don't you?

Right now, hard-hitting ad copy is all the rage. Unless you live under a rock, you've probably seen those long sales letters that promise the moon and the stars, if you just BUY NOW. Looks like those internet gurus have become pretty darned successful, right? And you want what they have: persuasive skills that guarantee results for your business. You want it so badly you can taste it. That's why when they dangle their secrets under your nose, you listen with rapt attention. And you think, well, if they've become millionaires with their hard-sell strategies, maybe I should follow suit. But should you? Or will it just come across as a big build-up followed by a letdown? How will you avoid the trap of creating ads that are anticlimactic?

I write ad copy for a living. Lately, my clients have been coming to me in a frenzy looking for "that thing" that the Yanik Silvers of the world have. The first thing I ask them is, what are you selling? Is it something with many long-term benefits? Has your product made a difference for many people? If so, then yes, I believe you can build a case for what you're selling with persuasive copy. But if it's something like chocolate, or phone cards, or electronics, that will provide a bit of enjoyment in the here and now... then my advice to you is avoid the high-pressure sales pitch. It's just going to create build-up that you can't live up to. And if your product presentation is anticlimactic, your sales will suffer for it.

How are the web marketing gurus able to create such aggressive ads, without being anticlimactic?

Internet experts have something that everybody wants and only some people know how to get: success. The truth is, success doesn't come in a box or in an e-book or in a four-day seminar. None of these things guarantee that success will ever be yours. But they MIGHT help, and that's where the promise of success is ever-gleaming. That's how the experts can keep you trying like hell to attain it - repeatedly forking over your hard-earned cash for their mysterious know-how - all the while thinking that "maybe this one will seal the deal and make it happen for me!" Their ads will never be anticlimactic because they have mastered the art of keeping their customers salivating for more. Can you do this with your product offering?

Is what you sell highly sought-after, and in the category of success? Is it a stepping-stone to something of great magnitude? Or is it merely something that can enhance quality of life in little ways? The truth is, it takes more than ad copy to sell a product. Sometimes... surprise... the product has to sell itself.

Despite what some would have you believe, no blown-out sales pitch is going to guarantee that you'll become a millionaire. Just like the embellished movie review, an aggressive advertising campaign will attract attention, and it may even make you some money. But only until people realize that your product doesn't live up to all the hype. At that point, they'll lose interest. And then you'll lose customers. What will happen the next time you're ready to launch a new product? Surprise... no one wants to "watch your movie."

What would you rather be: a one-hit wonder, or someone who draws a loyal following that's ever-growing? For those that want the latter, here's my advice: be realistic. Keep your advertising honest and informative. Present your product or service in a way that highlights its advantages without telling tall tales. Establish trust and credibility with your customers, and they'll keep coming back. And above all, don't base your advertising campaign on "what works for other people." Base it on what works for you.

Copyright 2005 Dina Giolitto. All rights reserved.

Dina Giolitto is a New-Jersey based Copywriting Consultant with nine years' industry experience. Her current focus is web content and web marketing for a multitude of products and services although the bulk of her experience lies in retail for big-name companies like Toys"R"Us. Visit http://www.wordfeeder.com for rates and samples.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. July / 15 / 2020

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Biden is advertising in Texas. That’s ominous for Trump.  The Washington Post

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Weis Markets ups its digital advertising game  Supermarket News

AcuityAds Provides Update on Advertising Automation Platform Development - PRNewswire
AcuityAds Provides Update on Advertising Automation Platform Development  PRNewswire

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Black advertising employees report 'unsafe' work environments, survey reveals - Agencies - MM&M  Medical Marketing and Media

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Globo Named Anchor Partner Of Plug And Play's Media & Advertising Program  MarTech Series

Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years - Adweek
Zimmerman Advertising CEO Is Stepping Down After Nearly 6 Years  Adweek

IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact - IAB
IAB US Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact  IAB

New president at American Advertising Federation Pittsburgh - Pittsburgh Business Times
New president at American Advertising Federation Pittsburgh  Pittsburgh Business Times

BYU advertising student promotes racial equality in Utah - The Daily Universe - Universe.byu.edu
BYU advertising student promotes racial equality in Utah - The Daily Universe  Universe.byu.edu

Advertising agency to give away $15K to women-owned businesses - LimaOhio.com
Advertising agency to give away $15K to women-owned businesses  LimaOhio.com

Amp spotlight: Straight talk on racism in advertising—and where to go from here - AdAge.com
Amp spotlight: Straight talk on racism in advertising—and where to go from here  AdAge.com

Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution - Business Wire
Kochava Fundamentally Changes Digital Advertising with a Unified Privacy-First Identity Solution  Business Wire

P&G advertising morphs into movie making - Cincinnati Business Courier
P&G advertising morphs into movie making  Cincinnati Business Courier

App Annie Ascend Unlocks Mobile Advertising and Monetization - PRNewswire
App Annie Ascend Unlocks Mobile Advertising and Monetization  PRNewswire

CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands - MarTech Series
CommerceIQ Launches Industry’s First Advertising Managed Service Enabling Consumer Brands  MarTech Series

AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding - Food Dive
AdAdapted, Leading Add-to-List Mobile Advertising Platform, Secures Series A Funding  Food Dive

Alphabet's Non-Advertising Revenue Grows Fast - Seeking Alpha
Alphabet's Non-Advertising Revenue Grows Fast  Seeking Alpha

Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor - JD Supra
Ninth Circuit Finds No Coverage Under Advertising Liability Policy for Walmart’s Floor Display of Goods and Services Supplied by Insured Apparel Vendor  JD Supra

National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims - JD Supra
National Advertising Division Issues Decision on “100% Natural,” Satiety, and Curbing Cravings Claims  JD Supra

National advertising awards for Kapiolani CC students - UH System Current News
National advertising awards for Kapiolani CC students  UH System Current News

Tribune, business partners earn state advertising awards | Business - Walton Tribune
Tribune, business partners earn state advertising awards | Business  Walton Tribune

Advertisements in other cities are said to be promoting Corpus Christi as a vacation spot - KIIITV.com
Advertisements in other cities are said to be promoting Corpus Christi as a vacation spot  KIIITV.com

Lamar Advertising signs deal with Allegiant Stadium - Las Vegas Review-Journal
Lamar Advertising signs deal with Allegiant Stadium  Las Vegas Review-Journal

Mediaocean buys 4C Insights to form TV advertising giant - FierceVideo
Mediaocean buys 4C Insights to form TV advertising giant  FierceVideo

DealerSocket's DealerFire, Stream Companies partner to boost store advertising - Auto Remarketing
DealerSocket's DealerFire, Stream Companies partner to boost store advertising  Auto Remarketing

German Court: Tesla's "Autopilot" Is False Advertising - Futurism
German Court: Tesla's "Autopilot" Is False Advertising  Futurism

How Facebook keeps its biggest advertisers happy - Los Angeles Times
How Facebook keeps its biggest advertisers happy  Los Angeles Times

eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads? - eMarketer
eMarketer Podcast: Digital Advertising Headwinds, Valuing Customer Data and What Comes After Coronavirus Ads?  eMarketer

Apple disrupts digital advertising—again - AdAge.com
Apple disrupts digital advertising—again  AdAge.com

Three consumer trends impacting advertising in the reopening - MobileMarketing Magazine
Three consumer trends impacting advertising in the reopening  MobileMarketing Magazine

Provincetown strategically advertising to visitors during pandemic - News - Wicked Local Provincetown
Provincetown strategically advertising to visitors during pandemic - News  Wicked Local Provincetown

Is this advertising's best ever optical illusion? - Creative Bloq
Is this advertising's best ever optical illusion?  Creative Bloq

Zulu Alpha Kilo hosts 24-hour livestream fundraiser to save the Advertising & Design Club of Canada - AdAge.com
Zulu Alpha Kilo hosts 24-hour livestream fundraiser to save the Advertising & Design Club of Canada  AdAge.com

The Revitalization Of Print Advertising - Forbes
The Revitalization Of Print Advertising  Forbes

Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them. - CNN
Hundreds of brands are pulling ads from Facebook. Its largest advertisers aren't among them.  CNN

Global Programmatic Display Advertising Market 2025 current as well as the future challenges: Facebook, Google (Doubleclick), Alibaba, Adobe Systems Incorporated, Tencent, AppNexus - Cole of Duty
Global Programmatic Display Advertising Market 2025 current as well as the future challenges: Facebook, Google (Doubleclick), Alibaba, Adobe Systems Incorporated, Tencent, AppNexus  Cole of Duty

Facebook Audience Network and AppsFlyer launch advertising measurement for gaming apps - Best Media Info
Facebook Audience Network and AppsFlyer launch advertising measurement for gaming apps  Best Media Info

How to achieve brand safety in digital advertising - SmartBrief
How to achieve brand safety in digital advertising  SmartBrief

Search Advertising Software Market 2020 | In-Depth Study On The Current State Of The Industry And Key Insights Of The Business Scenario By 2027 - Apsters News
Search Advertising Software Market 2020 | In-Depth Study On The Current State Of The Industry And Key Insights Of The Business Scenario By 2027  Apsters News

The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising - The Drive
The 2021 Ford Bronco Blitz Begins Tonight—Without Social Media Advertising  The Drive

Facebook May Ban Political Advertising - Variety
Facebook May Ban Political Advertising  Variety

Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026 - Cole of Duty
Trends of Social Media Advertising Software Market Reviewed for 2020 with Industry Outlook to 2026  Cole of Duty

Online Video Advertising Market 2027|• RevMob • Mars Media Group • Adwords • Matomy Media Group • MediaMath • AdColony - Cole of Duty
Online Video Advertising Market 2027|• RevMob • Mars Media Group • Adwords • Matomy Media Group • MediaMath • AdColony  Cole of Duty

Blockchain in Media, Advertising, and Entertainment Market – Major Technology Giants in Buzz Again | IBM, Microsoft, SAP - Cole of Duty
Blockchain in Media, Advertising, and Entertainment Market – Major Technology Giants in Buzz Again | IBM, Microsoft, SAP  Cole of Duty

Black Lives Matter: what have advertising's biggest agencies promised? - The Drum
Black Lives Matter: what have advertising's biggest agencies promised?  The Drum

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Social media advertising and gambling - how to prove draws and competitions are legal  Lexology

Global Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market 2025 Expected to grow with highest CAGR: HARVARD POLITICAL REVIEW, MDedge, FDa - Cole of Duty
Global Direct-to-Consumer Pharmaceutical Advertising (DTCPA) Market 2025 Expected to grow with highest CAGR: HARVARD POLITICAL REVIEW, MDedge, FDa  Cole of Duty

TikTok's new offering for small advertisers could help it lure them from Facebook - CNBC
TikTok's new offering for small advertisers could help it lure them from Facebook  CNBC

Benefits Of Corporate Video Production In Advertising - eTurboNews | Trends | Travel News
Benefits Of Corporate Video Production In Advertising  eTurboNews | Trends | Travel News

The 19 advertising execs who sit on Facebook's client council - Business Insider
The 19 advertising execs who sit on Facebook's client council  Business Insider

Recent Research on Online Advertising Market Current and Future Analysis with Impact of COVID-19 Google, Facebook, Amazon, AOL - Cole of Duty
Recent Research on Online Advertising Market Current and Future Analysis with Impact of COVID-19 Google, Facebook, Amazon, AOL  Cole of Duty

Social Media Advertising Market (covid-19 update) upcoming business reports on size, shares, stocks and many more | forecasting report 2026 - Apsters News
Social Media Advertising Market (covid-19 update) upcoming business reports on size, shares, stocks and many more | forecasting report 2026  Apsters News

PepsiCo will return to social media advertising when they better manage hate speech: CFO - Yahoo Finance
PepsiCo will return to social media advertising when they better manage hate speech: CFO  Yahoo Finance

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Ad Boycott of Facebook Keeps Growing  The New York Times

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Outdoor Advertising Machine Market Size, Global Analytical Overview, Key Players, Regional Demand, Trends and Forecast To 2026  Cole of Duty

The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline - Forbes
The New Advertising Zeitgeist—Google’s US Ad Revenue To Decline  Forbes

Facebook just lost one of the biggest advertisers in the world for the rest of 2020 - NBC News
Facebook just lost one of the biggest advertisers in the world for the rest of 2020  NBC News

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Blockchain in Media, Advertising, and Entertainment Market is Thriving Worldwide | IBM, Microsoft, SAP  Cole of Duty

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As games resume, sports media tries to rebound from advertising 'wasteland'  PitchBook News & Analysis

Online Display Advertising Services Market Size, Revenue, Production, CAGR, Consumption, Gross Margin, Price By 2025- Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra Etc. - Apsters News
Online Display Advertising Services Market Size, Revenue, Production, CAGR, Consumption, Gross Margin, Price By 2025- Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra Etc.  Apsters News

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The boycotters’ Faustian bargain: The dilemma of when to resume advertising on Facebook  Digiday

Global Digital Display Advertising Market to Witness Explosive Rise by 2027 - Cole of Duty
Global Digital Display Advertising Market to Witness Explosive Rise by 2027  Cole of Duty

Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution - ETBrandEquity.com
Facebook Audience Network, AppsFlyer launch in-app advertising measurement solution  ETBrandEquity.com

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Inflight Advertising Market Report Provide the Development Strategies Adopted by Key Industry Players to Understand Competitive Scenario of the Global Inflight Advertising Market  Cole of Duty

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Programmatic Advertising Platform Market Set to Witness Huge Growth by 2026 | Rocket Fuel Inc., SmartyAds, The Trade Desk, RadiumOne, Inc.  3rd Watch News

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For 'Insta-brands,' boycotting Facebook ads isn't easy  Los Angeles Times

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The Future of Advertising: New content delivery models bring opportunities for advertisers  AdNews

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Digital Advertising Market Emerging Trends, Business Opportunities, Segmentation, Production Values, Supply-Demand, Brand Shares and Forecast 2020-2027  Sports Skylark

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As Advertisers Leave Facebook, Disney Could Benefit  The Motley Fool

Peacock spent 70% more on advertising in build up to launch than Disney+ - Digital TV Europe
Peacock spent 70% more on advertising in build up to launch than Disney+  Digital TV Europe

Verizon CEO explains why the company paused advertising on Facebook - CNBC
Verizon CEO explains why the company paused advertising on Facebook  CNBC

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Online Display Advertising Services Market 2020 Forecast Analysis by Covid-19 Impact, Top Key Players: Criteo Dynamic Retargeting, DoubleClick Digital Marketing, AdRoll, Sizmek, Celtra, Marin Software, Yahoo Gemini  Cole of Duty

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As Facebook Boycott Grows, Advertisers Grapple With Race  The New York Times

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The state of advertising has still never been better  Campaign US

Global Digital Video Advertising Market Growth Data Analysis 2020-2025 - Cole of Duty
Global Digital Video Advertising Market Growth Data Analysis 2020-2025  Cole of Duty

Mobile Advertising ? Market Growth, Trends, Forecast and COVID-19 Impacts (2014 - 2026) - openPR
Mobile Advertising ? Market Growth, Trends, Forecast and COVID-19 Impacts (2014 - 2026)  openPR

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Cross-Channel Performance Advertising Platform Market 2020 Precise Outlook- Facebook, Marin Software, Marilyn, Adobe  3rd Watch News

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Global Programmatic Advertising Platform Market 2020 In Worldwide See Major Growth For The Next Few Years | COVID19 Impact Analysis | Key Players: AppNexus Inc., AOL Inc. (Verizon Communications Inc.), Yahoo! Inc., DataXu Inc., Adroll.com, etc. | InForGrowth  3rd Watch News

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Social Media Advertising Software Market 2020 | Who Are The Global Key Players Right Now? What's Their Organization Profile? | Adobe Systems Incorporated , Oracle Corporation  3rd Watch News

Bill Belichick is doing his job filming a Subway advertisement - Arizona Sports
Bill Belichick is doing his job filming a Subway advertisement  Arizona Sports

Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull - Forbes
Mobile Advertising Is Now Bigger Than TV, But It’s Still Dull  Forbes

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Advertising Plugin for WordPress Threatens Full Site Takeovers  Threatpost

Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds - Forbes
Microsoft And Sony Are Suspending Facebook Advertising, But It’s Less Noble Than It Sounds  Forbes

Advertisers were cutting their Facebook ad spending well before the boycott began - Digiday
Advertisers were cutting their Facebook ad spending well before the boycott began  Digiday

Covid-19 Impact on World Mobile Advertising Market and Forecast Rreport Till 2023 - 3rd Watch News
Covid-19 Impact on World Mobile Advertising Market and Forecast Rreport Till 2023  3rd Watch News

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Gideon, Republicans trade advertising jabs over allegations against ex-lawmaker  Press Herald

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Advertising budgets fall fastest in 20 years | Business  The Times

Programmatic Display Advertising Platform Market To Record Significant Revenue Growth During The Forecast Period 2020-2026 - Daily Research Chronicles
Programmatic Display Advertising Platform Market To Record Significant Revenue Growth During The Forecast Period 2020-2026  Daily Research Chronicles

Advertisement for bid | Public Notices | union-bulletin.com - Walla Walla Union-Bulletin
Advertisement for bid | Public Notices | union-bulletin.com  Walla Walla Union-Bulletin

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The advertising business is becoming less cyclical—and more concentrated  The Economist

Google pledges not to use Fitbit data for advertising - ShareCast
Google pledges not to use Fitbit data for advertising  ShareCast

Coca-Cola pauses advertising on all social media platforms globally - CNBC
Coca-Cola pauses advertising on all social media platforms globally  CNBC

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Smart Advertising Market | Covid-19 Impact | Future of investment opportunities, market share & trends to 2025 | Leading Players: Lamar Advertising Company, OUTFRONT Media, CIVIQ Smartscapes, Clear Channel Outdoor Holdings, Exterion Media  Daily Research Chronicles

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Future Growth of Big Data Pharmaceutical Advertising Market By New Business Developments, Innovations, And Top Companies | International Business Machines Corporation, Oracle, Tata Consultancy Services Limited, Statistical Analysis Aystem, TAKE Solutions Ltd  3rd Watch News

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Verizon is pulling advertising from Facebook and Instagram  CNBC

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In-Game Advertising Market 2020 Global Trends, Industry Analysis by Size, Share, Segment, Regional Analysis, Growth Statistics Forecast to 2024  3rd Watch News

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What’s Digital Commerce Advertising and what tools can help?  MarTech Today

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Why digital OOH advertising is especially effective right now  Marketing Dive

CACVB pauses social media advertising - - CBS19 News
CACVB pauses social media advertising -  CBS19 News

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