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Make No Mistake Common ad-campaign screw-ups

By Gwen Moran

Opinions expressed by Entrepreneur contributors are their own.

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

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

Hire your brother-in-law asmarketing director. Relatives don't always make thegrade. Instead, hire someone who is really qualified to handle yourpromotion.

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