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Thinking about advertising pays big dividends

By Andrea Hill

One of the consequences of living in a fiercely fast-paced world is the limited amount of time we have to think about, well, anything. Most of us go through entire days of doing without ever pausing to reflect on the purpose we are serving or how we might do things better. The negative effects of this phenomenon show up dramatically in marketing efforts. 

To break the cycle of acting before you’ve spent enough time thinking about your advertising plans, ask and answer the following five questions. Consider making this activity a daylong process.