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10 Unusual Ways to Advertise

Create an ad that'll stick with your customers long after they see it.
March 13, 2006

Media fragmentation is accelerating. Mass media is losing its mass. The Grammy Awards and Winter Olympics were once regarded by advertisers as vast oceans of interested viewers. This year America yawned and ignored these events completely; too much to do, too little time.

To advertise effectively today, you must abandon the old-school idea of "reaching the masses." The famous ad man Morris Hite, who was known for his good-ol'-boy approach to advertising, said it best when he quipped, "There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the kitchen or watching TV in the den."

The key to effective advertising today is to focus on the individual.

Here are some low-cost ways to do it:

You may have noticed that each of the items on this list requires a certain amount of creative energy. There's no salesman you can call to place your order for these highly effective methods of advertising, but if you're willing to spend a little time to make a lot of money, pick two or three action items from the list above, then get to work.

And prepare to be amazed.