yt's all about the work! All great advertising must sell a product or service, or it is not good work. But in order to sell something, we first must capture the imagination of potential customers—professional, trade, or consumer. Then, we must engage those customers in a way which will prompt them to want our specific product or service and not some other. To accomplish these objectives, we must appeal to both a customer's intellect and emotions. The promotions presented in Medicine Ave 2 are only a few that represent the many in our business that achieve these goals. We hope you will enjoy this work as much as its creators did in making it. On with the show! Ron Pantello 149
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