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Ad It Up

Are you gonna make 'em laugh? Cry? Run and hide? Your advertising strategy makes all the difference.

This story appears in the May 2001 issue of Entrepreneur. Subscribe »

Advertising costs are high, and consumer attention spans are low. It's a scary combination that has every business owner searching for advertising's Holy Grail: the ad that's not only memorable but also has a measurable impact on the bottom line.

The trend over the past few years has been toward wacky image ads seemingly unrelated to the products they're touting. A sign of the times, those ads emerged during the freewheeling late 1990s, when companies could put outrageous images and words onto a page or screen and still see unlimited cash flow in their pockets.

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