To break through the clutter of advertisements, here are a few tips to get explosive communication effects.

Attack the competitors relentlessly.  Mao Zedong used to overwhelm his enemies by consistently irritating and tormenting them, without giving them a break.  Richard Branson picked the market leaders as his enemies and he relentlessly attack them for bullying the consumers for free publicity for his Virgin companies.  The key here is to get consumers to rally behind you, rather than getting competitors to hate you.

Exploit current affairs and news.  When Pavarotti had to cancel his concert due to a bad throat, an ingenious local lozenges brand published an advertorial on how they could have saved Pavarotti his concert if only he used the products the brand has.  Ingenious indeed.

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