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How do you know when a company should or should not use typical advertising like magazine ads? If traditional advertising isn't feasible, either financially or because of the type of industry you're in, what other options do small businesses have? All advertising should communicate to the consumer, "You need this. Here's why." Traditional advertising systems are effective in reaching audiences mostly by casting a very wide net. However, as audiences become more fragmented, it may pay to incorporate some non-traditional approaches.
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