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Tip for March 30, 2005

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When the circus comes to town and you put up a sign, that’s advertising. If you put that sign on the back of the elephant and you market the elephant through town, that’s sales promotion. If the elephant, with the sign still on his back, tramples through the mayor’s flower garden and the paper reports it, that’s publicity. If you can get the mayor to laugh about it and forgive the elephant and then ride in the circus with no hard feelings, then you truly understand guerrilla publicity.

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