By JACK G. HARDY
Advertising is very much alive, growing and changing its context at warp speed -- primarily, the way we identify and reach out to our customers and prospects.
Some ad experts call it fragmentation. It's the increase in the number of channels that can deliver an advertising message to a target audience. Even if you try to keep up-to-date, you may feel overwhelmed by all the options now available.
Advertising's task hasn't changed. Stated simply, it is to create the best possible selling message to reach the greatest number of prospects at the lowest possible cost.
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