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Table of Contents
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19

Chapter 8:
The Concept for an Ad

The concept may be gotten across by integrating a headline with a visual, which illustrates the message. The IRS, not otherwise known for its marketing, uses the concept of a fake newspaper to create its Web site. Kraft uses a kitchen as an integrating concept for its web site for Jello and the product's many uses. A third site that communicates its purpose with a good visual metaphor is Car Point.

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