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Advertising is paying money to get in front of a group you don't have another means to reach. It's a gamble. It's the hope that you can get someone's attention for long enough to convince them to do what you want them to do. It's been a relatively straightforward business since the 1930s or so. But when you start thinking about alternatives to advertising, that's when it gets interesting. American Express OPEN Forum is an alternative to advertising. Instead of spending money on banners or inserts or whatever, OPEN Forum spends money on creating a great community and content that might help your business. Let's talk about other alternatives to straightforward advertising.
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