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Ad itudes COLUMN


By Jill Rainey

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Ad itude

Let's face it, marketing makes the world go 'round; we all know it. Look around. We are bombarded with hundreds of advertising messages every day. With the development of new media, advertorials, celebrity endorsements and product placements just to name a few, we are influenced at every turn. These brands know what they are doing.

Marketing is more than just placing a few ads here and there and hoping for the best. It must be strategic and tactical. It is marketing's job to not only identify the target customer, but understand their habits, craft the right message, make sure it hits the target and influences them to take action. With increasing costs and shrinking budgets, there is no room for shooting in the dark.

We need a little Ad-itude!

After spending 16 years in this field, I have come to realize that we never stop learning, growing and changing. We can all thank technology for continuously keeping us on our toes. Those truly successful at marketing are innovative, constantly looking for new and better ways to reach their customers and make them loyal. is starting a special section just for marketing pros. Every month, there will be a new column featuring hot marketing topics, industry trends and idea sharing. We want to hear from you about what you want to read, discuss and learn. Share your topics, ideas, successes and challenges. We will tackle them all...together.

In addition to a monthly written column, there also will be a forum, giving each of you the opportunity to communicate through the site as well as voice your opinion. Don't see a topic you're anxious to discuss? Start a new posting. Chances are, there are others looking for the same thing.

For those of you who are not fortunate enough to have a dynamic marketing pro on your team, in conjunction with Centerline Communications offers complete marketing and communications consulting.

February's topic will be Developing The Marketing Plan. I want to include your ideas, so send me your input or write me to sign up for our email list Deadline is January 20. In addition, please forward all topics, ideas and inquiries to

It is great to be back with so many friends in an industry I love. I look forward to working with you!

Jill Rainey

Lifetime Products

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