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The Dove Campaign for Real Beauty launched an advertisement in 2007 aimed at exposing the pressures that bombard young girls. The attention-grabbing viral video received nearly 150,000 views on YouTube in just two days.
The Dove Campaign for Real Beauty launched an advertisement in 2007 aimed at exposing the pressures that bombard young girls. The attention-grabbing viral video received nearly 150,000 views on YouTube in just two days.

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Techniques to optimize results of marketing campaigns Add to ...

Small and medium-sized businesses (SMBs) too often create marketing campaigns with no idea how well they perform.

Your Business columnist Ryan Caligiuri says failing to measure and test your results is one of the most wasteful processes in marketing.

On the heels of his latest column, where he references Old Spice and its ability to measure and test, Mr. Caligiuri took your questions in a live discussion, providing some stories on the power of testing, and he shared different techniques SMBs can use to start optimizing the performance of their marketing campaigns.

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