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The goal of most advertising would attract new customers. Once someone becomes a customer, they won't respond to the advertising repeatedly. But you can use different (and cheaper) advertising to generate additional sales from consumers.

Joann McCall has an intriguing perspective close to the problem. As president of McCall Public realtions in Portand, Oregon, she specializes in generating publicity for internet writers. She also has been a radio host, interviewer and newscaster for 18 years and hosts a radio show with her partner, Debb Janes, called "Janes McCall & Denver.," on KKSN radio in Portland.

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