| Article Index |
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| Advertising Strategy and Planning |
| Page 2 |
| All Pages |
Advertising is much like war, minus the venom. Or much, if you prefer, like a game of chess. We are usually out
to capture others' citadels or garner others' trade.
We must have skill and knowledge. We must have training and experience, also right equipment. We must have proper ammunition, and enough. We dare not underestimate opponents. Our intelligence department is a vital factor, as told in the previous chapter. We need alliances with dealers, as another chapter tells. We also need strategy of the ablest sort, to multiply the value of our forces.