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... It is easy to overestimate the power of advertisement and expect too much. ... • The message has to be driven home: a single advertisement may be missed or forgotten. ... In the daily press its even possible to relate an advertisement to a current news story. ... The Power of the written word A press advertisement can be used to convey a broad message or to contain very precise and detailed information. ... The most effective method of securing value for money is to produce an advertisement of such quality and longevity that it is used many times over many months or years.