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Make No Mistake

Common ad-campaign screw-ups

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This story appears in the September 2000 issue of Entrepreneur. Subscribe »

Want to really mess up your advertising campaign? Barry Cohen can tell you how. The 47-year-old co-owner of AdLab Media Communications LLC (www.adlabcreative.com) in Clifton, New Jersey, points out common bad ideas in his book, 10 Ways to Screw Up an Ad Campaign (Entrepreneur Press).

"After 21 years of working with businesses, I saw a desperate need for people to have a no-nonsense, simple guide to help them avoid common mistakes," Cohen says. Among his sage advice on what not to do in your ad campaign:

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