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The Wedding Ring Shop is a specialty retailer that spends most of its budget in the highly cluttered and competitive daily newspaper. Unfortunately, the jewelry industry has at times been less than scrupulous with its clients, which, when combined with the reluctance by customers to ask questions, can create substantial barriers to purchase.
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We recommended that the client attack the issue head by addressing the relevant issues in ads and by backing it up with the Wedding Ring Shop's buy back guarantees and gemological certifications. After an initial flight of informative ads, we devised a format for specific promotions which wove the products into memorable ads.
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