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Marketing Messages with Add Zest & Appeal


Boring is one thing you can't afford to be when it comes to marketing your business. With more than 3000+ marketing messages pummeling consumers on a daily basis, you need to be more, and do more, if you want to be heard above the racket.

Your marketing message is how you communicate with the public; it needs to be appealing and memorable. In order to do that, consider the concept of the meme. A meme is a thought, idea or belief that replicates over time. What that means in terms of your marketing is creating a marketing message that is strong, bold, and exciting so that it stays with the customer and becomes a part of their thinking.

A good example of this is Nike's "Just Do It". This phrase is used in a lot of different contexts outside of talking about Nike's products. People get what it means because it has permeated our culture. Below are some ways that you can avoid being boring by adding extra marketing appeal to your message.

1. Add visuals. There are so many ways to bring attention to your marketing message. One of the best ways is to add something visual. As a picture speaks a thousand words, so too can it communicate all sorts of things about you and your business. What types of pictures or graphics would you use to convey who you are? Adding a picture of yourself on your website or in other marketing materials will help form a stronger connection between you and potential clients.

2. The meaning of colors. Colors hold great meaning when it comes to your marketing message. Yellow elicits high levels of attention. Orange and red indicate quickness. The concepts of money, health, and nurturing are symbolized by green. Black can mean power and strength, but it can also indicate hiding or blending into the background. Purple is the color of royalty and wealth. What types of colors are you drawn to? What meaning do you want to convey to people by the colors you use on your business cards, brochures and even on your website. Too many colors are distracting and look chaotic. Certain colors on colored backgrounds can cause the same reaction. Make sure to work with a professional when selecting colors so you can communicate your business in the best light.

3. Try technology. Adding audio or video to your web site is a great way to allow someone to get to know you better. Adding real audio recordings of your classes, an interview, or even a welcome message gives someone an opportunity to hear your voice. Because technology is so low priced and easy to use nowadays, you might even consider adding a short video as well. Again, it will help to develop a rapport with your audience. One thing to keep in mind is that while technology is great and exciting and can do wonderful things for us, not everyone has the bandwidth to enjoy it fully. Over 50% of consumers are still using dial-up computer access which limits their ability to enjoy both real audio and video to its fullest.

4. Creative business cards. One great way to stand out from the crowd is to develop a creative business card. Add your picture to it or a professionally designed graphic. Use a brochure type card, which allows you 4 different surfaces to print contact information as well as information about what you do. You can include quotations, a mini-brochure about your company, or even some helpful tips or a short quiz. Think about the use of colors and type of fonts, which also can add excitement and pizzazz.

5. Action. When people see or read about action, they often feel empowered to take action themselves. Employing motion on your website is another way to add appeal to your marketing message. You can have text that changes colors on its own, or graphics that move. You might even have a marquee. One thing to keep in mind is that motion can also quickly drive people away from your site as it can be considered obnoxious and childish. Talk to a web professional before using these techniques. You can also imply action by the types of words you use in your web copy.

6. Target your audience. A quality-marketing message speaks directly to its target audience. Who is your target audience? Is it moms, singles, seniors, solo-professionals? The words you use to communicate with a mom are quite different from the words you would use to communicate to a corporate human resources manager or to a medical doctor. The words you use must fit your audience. If they don't, you'll have an immediate disconnect with people who read your message.

7. What's in it for me? Fundamental to all marketing messages must be the mantra?"What's in it for me"? The only reason anyone is even looking at your brochure, viewing your website or reading your business card is to see what they can possibly gain for themselves. People are busy and are inundated with thousands of marketing messages each day. The only ones they will pay attention to are the ones that really speak to their needs. They have problems or issues they want solved and they are looking for solutions. An appealing marketing message is one that speaks to the typical problems faced by your target audience. Communicating how you can solve those problems quickly and cost effectively is critical to attracting new clients.

8. Ask "yes" questions. If you want to capture someone's attention, ask them questions that they can answer "yes" to. Whether you are asking questions on a website, in a brochure, or during a sales presentation, make sure they are worded in such a way that the respondent will answer "yes" consistently. The word "yes" opens people up to accept more feedback, whereas the word "no" will quickly close them down. Also, create questions that can help the reader or viewer identify with what you're saying, giving them the sense that you truly do understand their problems or issues.

9. Features and benefits. Don't just tell people what you do. Instead, relate the features and benefits of what they can experience as a result of doing business with you. A feature is some aspect of the product whereas a benefit is the feeling or result that someone will experience as a result of that feature. For example, a hospital unit might feature some of the latest innovations in new baby care and services. The benefit to the new mother will be the confidence, security, and peace of mind that she and her baby will be cared for in the best ways possible.

10. Be unique. Show how you, your product, or services are unique. Not only will that help people to remember you, it will make you remarkable. The sense of being remarkable is that people will comment about you to others. Word of mouth advertising is some of the best advertising because it costs you nothing and it comes with a testimonial from the person who is telling others about you. Can you relate what you do to someone in history? Or are you the first at doing something or introducing something? Do you use unique ingredients in your products or employ specialized knowledge in the work you do? This type of information will make your marketing message not only interesting and memorable, but remarkable.

© Copyright 2004 by Alicia Smith

Alicia Smith is a Coach and Trainer whose specialty is helping coaches to Make Money Now. This article is derived from just one of the 90 lessons contained in her e-course, 90-Day Marketing Marathon. To learn more about that course and her other products and services, please visit the following sites. (You also can email her at alicia@aliciasmith.com.) http://www.90DayMarketingMarathon.com http://www.discninja.com http://www.InternetAssessments.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sun. December / 16 / 2018

Tucker Carlson's Remarks on Immigration Influence Pacific Life to Suspend Advertising on His Show - TVNewser
  1. Tucker Carlson's Remarks on Immigration Influence Pacific Life to Suspend Advertising on His Show  TVNewser
  2. Fox News Host Tucker Carlson Sees Advertising Pulled After Comments on Migrants  Newsweek
  3. Pacific Life pulls Tucker Carlson ads as the Fox host faces backlash  Mashable
  4. Pacific Life pulls ads from Tucker Carlson's show after 'poorer and dirtier' immigration comment | TheHill  The Hill
  5. Tucker Carlson said immigration makes America ‘dirtier.’ So an advertiser took action.  The Washington Post
  6. View full coverage on Google News

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How Alexa Is Changing The Future Of Advertising  Forbes

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DeltaDNA: In-game advertising becomes viable alternative to in-app purchases  VentureBeat

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CTV Advertising Is Booming And The TV Industry Is Rejoicing  Forbes

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The U.K. advertising watchdog bans offensive gender stereotypes in ads: Friday Wake-Up Call  AdAge.com

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How Savvy Advertising Helped Make Stereo Technology Mainstream  Smithsonian.com

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Camp Fire lawsuits target PG&E for advertising about its safety work  San Francisco Chronicle

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How to Craft an Influencer Marketing Strategy That Will Outperform Traditional Advertising  Adweek

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Denver online retailers caught in advertising sweep  The Denver Channel

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PG&E Sued for Spending on Advertising Instead of Fire Safety  Bloomberg

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In-Feed Native Ads: Measuring Native Advertising  Forbes

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Global Outdoor Advertising Market 2019-2023 with Clear Channel Outdoor, JC Decaux, Lamar Advertising, OUTFRONT Media, and Strer Dominating - ResearchAndMarkets.com  Associated Press

DUBLIN--(BUSINESS WIRE)--Dec 14, 2018--The “Global Outdoor Advertising Market 2019-2023” report has been added to ResearchAndMarkets.com's offering ...


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Why The Digital Advertising Industry Needs An Ethics-By-Design Framework  AdExchanger

“Data-Driven Thinking” is written by members of the media community and contains *fresh* ideas on the digital revolution in media. Today's column is written by ...


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Starcom wins Fiat Chrysler media account in North America  AdAge.com

Fiat Chrysler Automobiles has tapped Publicis Groupe's Starcom to take over its North America account. The incumbent is Interpublic Group of Cos.' UM.


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This new deep fake video is both advertising and art  Fast Company

Award-winning British artist Gillian Wearing created a deep fake video of herself as part of her exhibition at the Cincinnati art Museum.


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4 Ways Agencies Can Be More Transparent in Their Advertising  Adweek

It's been said that sunlight is the best disinfectant, which is true, especially in advertising where clients are holding ad agencies' feet to the fire, demanding clarity ...


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The End Of Advertising? 12/10/2018  MediaPost Communications

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Congress May Have Fallen for Facebook’s Trap, but You Don’t Have To  The New York Times

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The Best Target For Addressable TV Advertising Is Not The One You Think  Forbes

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Hogan communications director joins advertising and strategy firm that worked on Maryland governor's campaigns  Baltimore Sun

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Facebook testing search advertising as new revenue stream  Seeking Alpha

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Auto Advertisers Seem To Be Returning To Super Bowl In Force After A Down Year In '18  Forbes

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China's advertising for the New silk road: great Propaganda  The News Article Insiders

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Amazon Advertising Options Guide: What Marketers Need to Know  Search Engine Journal

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The state of advertising has never been better  Campaign US

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Digital influencers have changed advertising. They're changing journalism, too.  Columbia Journalism Review

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Advertising Philanthropic Initiatives after They Bomb: Gates's New Embarrassment  Nonprofit Quarterly

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Film Marketers Need to Stop Wasting Time and Money Advertising to People Who Don’t Care About Their Movies  Adweek

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AAF Amarillo accepting entries for 2019 American Advertising Awards  abc7amarillo.com

The Amarillo chapter of the American Advertising Federation is now accepting entries for the 2019 American Advertising Awards. Entries will be accepted ...


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Townsquare Marketing and Advertising Solutions for Businesses in Boise, Idaho  KIDO Talk Radio

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Coinbase Slammed For Venezuela ZCash Airdrop Being an 'Advertising Strategy'  Bitcoinist

US cryptocurrency exchange Coinbase has received intense criticism for giving Venezuelan families a grand total of $1 per day - in altcoin ZCash, which it ...


Maryland marijuana panel approves ban on cannabis advertising on billboards, radio, TV and other media - Baltimore Sun
Maryland marijuana panel approves ban on cannabis advertising on billboards, radio, TV and other media  Baltimore Sun

The Maryland Medical Cannabis Commission voted unanimously Thursday to ban billboard, radio, TV and most online advertising by marijuana companies — a ...


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Snapchat Still Isn't Attracting Advertisers  Motley Fool

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VIDEO: Lamar Advertising toy drive shopping spree in Pensacola  WKRG News 5

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Guide to Advertising Technology - Columbia Journalism Review
Guide to Advertising Technology  Columbia Journalism Review

Executive Summary | Key Findings | Introduction | Review of ads | Advertising's influence on news | Ads on social | The turn against advertising | Ads on search ...


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Disney Just Gave Google a Big Advertising Win  The Motley Fool

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How Brands Can Use Digital Techniques to Improve Their TV Advertising  Adweek

Historically, brands have bought network television advertising for mass reach. The medium has long been known as the most effective way to drive large-scale ...


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Emails Show Trump Administration Was Told Obamacare Ad Cuts Could Hurt Enrollment  HuffPost

The Trump administration last year eliminated television advertising for HealthCare.gov despite projections suggesting that Obamacare enrollment would fall by ...


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Advertising's Next Frontier: Your Smart Home  Forbes

Advertising has created a new business model for many industries. As smart home technology becomes a standard, how will brands be exploring opportunities ...


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YouTube drops paywall from some Originals, explores advertising  Marketing Land

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Advertising Fraud Falls Flat When Faced With Transparency: How Can Blockchain Help?  Forbes

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Is the Eagles New Norm False Advertising?  973espn.com

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CEO Eric Wheeler Builds 33Across To Solve Quality Issues For Automated Advertising  Forbes

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Amazon Cyber Monday Sales Highlight its Expanding Advertising Business  Zacks.com

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Disney in Deal With Google on Advanced Advertising  Broadcasting & Cable

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Fad or future? Video Advertising’s $28 Billion Question  MarTech Advisor

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Jane Maas, a Pioneer for Women in Advertising, Dies at 86 - The New York Times
Jane Maas, a Pioneer for Women in Advertising, Dies at 86  The New York Times

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Farm Families of Mississippi advertising making an impact  Delta Farm Press

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Iowa Attorney General Sues Davenport Business For Alleged Advertising Scam  WHO TV Des Moines

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Advertising has an aegism problem | Agency News  AdAge.com

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Why Is Facebook's Advertising Algorithm Rejecting Equal Pay?  Forbes

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US charges 8 in online advertising fraud scheme  Star Tribune

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Top M&A predictions for telco and media in 2019  Business Insider

2018 has been a year of transformation in the telecom and media industries. Telco behemoths snatched up media and ad tech in an effort to compete against ...


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Advertisers unfazed by latest Facebook bombshell | Tech  AdAge.com

Facebook advertisers are once again turning a blind-eye to the issues plaguing the social media giant after a New York Times report detailed a pattern of willful ...


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Amazon, With Little Fanfare, Emerges as an Advertising Giant  The Wall Street Journal

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WPP advertising group to cut 3,500 jobs in £300m restructuring  The Guardian

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This Year's Holiday Advertising Is Missing Something Important  Forbes

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Father sues McDonald's over 'advertising' of Happy Meals  BBC News

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Jane Maas, trailblazing woman in advertising’s era of ‘Mad Men,’ dies at 86 - Washington Post
Jane Maas, trailblazing woman in advertising’s era of ‘Mad Men,’ dies at 86  Washington Post

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5 Things Investors Need to Know About Amazon's Advertising Business  Motley Fool

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Fortnite leaker FNBRLeaks sent cease and desist for advertising the “sale of game modification tools”  VG247

Epic Games has sent a cease and desist letter to Fortnite leaker FNBRLeaks over 'promoting and advertising' the sale of "game modification tools."


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I was there: creatives on their biggest advertising successes, including Tide, Lockheed Martin, Honey Maid and Kotex  The Drum

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Sarasota advertising executive sentenced to 40 years in prison for fraud scheme  Tampa Bay Business Journal

The principal of a North Carolina advertising firm with offices in Sarasota was sentenced Dec. 4 to 40 years in federal prison after he was charged in connection ...


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Social Advertising Software Market, Share, Growth, Trends and Forecast to 2023: Market Study Report  SumoDaily

Global Social Advertising Software Market Report focuses on the major drivers and restraints for the key players. These Research Report also provides granular ...


UK betting firms back live sports advertising ban - The Guardian
UK betting firms back live sports advertising ban  The Guardian

Online gambling firms such as Bet365, William Hill and Ladbrokes agree ban amid fears of impact on children.


Upcoming Trends in Voice Over, Advertising and Marketing (infographic) - Digital Information World
Upcoming Trends in Voice Over, Advertising and Marketing (infographic)  Digital Information World

Recently, Voices, an online marketplace for voice actors, released a future-looking report that compiled data from the company's vast database, as well as a ...


Jane Maas and the Lasting, Honest Impact She Left On Advertising - Adweek
Jane Maas and the Lasting, Honest Impact She Left On Advertising  Adweek

Tributes continue to pour in for Jane Maas, the advertising executive who came of age in the go-go '60s and became an industry powerhouse. Often dubbed as ...


A study analyzes the impact of targeted Facebook advertising on the election: It is estimated that it increased the number of Trump voters by 10 percent in 2016 - Science Daily
A study analyzes the impact of targeted Facebook advertising on the election: It is estimated that it increased the number of Trump voters by 10 percent in 2016  Science Daily

Research has studied the effectiveness of micro-targeted political advertising on social media such as Facebook in the United States. The research concludes ...


Booms and Busts in Digital Advertising Platforms Market | Data Includes Research News - SumoDaily
Booms and Busts in Digital Advertising Platforms Market | Data Includes Research News  SumoDaily

This market research report by Marketresearchpro Inc., has vast information about the Digital Advertising Platforms market and its potential. The report is useful ...


The big lessons of political advertising in 2018 - Salon
The big lessons of political advertising in 2018  Salon

What role did political advertising play in the 2018 midterm elections?


Multicultural Podcast Advertising Agency Helps Creators' Monetize Podcasts - Black Enterprise
Multicultural Podcast Advertising Agency Helps Creators' Monetize Podcasts  Black Enterprise

In this interview with Gary Coichy, founder of Pod Digital Media, the first multicultural podcast network, find out how he is helping podcast creators monetize ...


Search Advertising Software Consumption Market Research Report Analysis and Forecasts to 2023 - SumoDaily
Search Advertising Software Consumption Market Research Report Analysis and Forecasts to 2023  SumoDaily

Global Search Advertising Software Consumption Market 2018 report focuses on the major drivers and restraints for the global key players. It also provides ...


iHeartMedia Is Acquiring an Ad-Tech Startup to Expand Programmatic Audio Advertising - Adweek
iHeartMedia Is Acquiring an Ad-Tech Startup to Expand Programmatic Audio Advertising  Adweek

iHeartMedia is acquiring the programmatic advertising startup Jelli to help it expand its digital advertising capabilities. The acquisition, which the company ...


Amazon.com Is Getting Even More Serious About TV and Advertising - Motley Fool
Amazon.com Is Getting Even More Serious About TV and Advertising  Motley Fool

The e-commerce giant starts taking a cut of third-party ad inventory and reportedly bids on 22 regional sports networks.


The hottest advertising trend of 2018? Billboards. - The Hustle
The hottest advertising trend of 2018? Billboards.  The Hustle

On the streets of San Francisco — ground zero for all things online, virtual, and digital — tech companies are sneaking out into the “real” world. Apple and ...


Modi Spent Nearly $1 Billion on Advertisements, Foreign Trips - Bloomberg
Modi Spent Nearly $1 Billion on Advertisements, Foreign Trips  Bloomberg

Prime Minister Narendra Modi's hectic travel schedule and his government's advertising blitz over the past four-and-a-half years have cost Indian taxpayers ...


How Bipartisanship Could Affect the Advertising Industry Following the Midterms - Adweek
How Bipartisanship Could Affect the Advertising Industry Following the Midterms  Adweek

As the dust settles on the 2018 midterm elections, a few things have come into focus. One is that while this was maybe not a fully blue wave (depends on which ...


Targeted Advertising Is Ruining the Internet and Breaking the World - Motherboard
Targeted Advertising Is Ruining the Internet and Breaking the World  Motherboard

Surveillance capitalism and targeted advertising have become the norm on the internet, and it's hurting all of us.


Trivago Faces Multimillion Dollar Fine for Misleading Advertising in Australia - Skift
Trivago Faces Multimillion Dollar Fine for Misleading Advertising in Australia  Skift

German transnational hotel comparison site Trivago is headed for Australia's federal court later this month, facing fines of millions of dollars over.


Selling Native Advertising? Here's What You Should Know - Folio: - Folio Magazine
Selling Native Advertising? Here's What You Should Know - Folio:  Folio Magazine

Recently, MediaRadar published a trend report about native advertising. Every day, we see custom *content* weaving its way into just about every form of ...


VUPD: Racist and homophobic flyers sent through external online advertising service - Vanderbilt University News
VUPD: Racist and homophobic flyers sent through external online advertising service  Vanderbilt University News

Flyers containing racist and homophobic language found on campus printers on Monday, Dec. 3, were sent through an online advertising *service* that claims it ...


Strip club exposes N.J. ban on BYOB advertising as unconstitutional - NJ.com
Strip club exposes N.J. ban on BYOB advertising as unconstitutional  NJ.com

Stiletto, a strip club with locations in Atlantic City and Carlstadt, filed a lawsuit challenging New Jersey's ban on BYOB advertising.


Advertising ID Consortium Enters Next Phase With LiveRamp’s First Bidstream Integration - AdExchanger
Advertising ID Consortium Enters Next Phase With LiveRamp’s First Bidstream Integration  AdExchanger

LiveRamp, dataxu and Index Exchange launched the first commercial proof of concept for the Advertising ID Consortium on Thursday. The product places ...


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