Joint Venture Marketing: A Legitimate Shortcut

The term “shortcut”, particularly in business, is often considered to be almost as offensive as four-letter word. But when it comes to building a successful marketing platform for your Internet business, setting up shortcuts to make your work easier and more successful is indeed a good business strategy.

Joint venture marketing offers just such a legitimate shortcut that can decrease your workload and increase your profits. Forming a joint venture marketing partnership is an excellent way to breathe new life into your marketing strategy if you are in a bit of a rut or just entering into the marketplace.

This is a strategy where your business forms relationships and partnerships with other companies who can assist with advertising and getting the word out to their clients about your business, products and services.  You, in turn, do the same for their company. It is a mutual and reciprocal arrangement where both parties benefit equally from the partnership.

Exponential Results

Joint venture partnerships can incorporate more than two companies, and the more companies you incorporate into your platform, the more results these partnerships have the potential to yield.

Of course, you don’t want to involve so many companies that managing the partnerships becomes overwhelming, but keep in mind the more businesses you do incorporate into your strategy, the more contacts and clients you have the potential to reach. This gives you results that are exponentially proportionate to the results you could achieve either on your own, or with just one partnership.

Building Strong Relationships

Joint venture marketing is a subset of the relationship-marketing platform, in which customer relationships are put at the forefront of the company’s concerns and attention. Client relationships are still the central focus, but you simultaneously develop relationships with other businesses as a way to expand and further your client relationships. A successful JV marketing partnership has the potential to significantly increase your client base. The stronger your relationships are, the more potential for an increased client base you will gain.

We all tend to go the extra mile for people we like or care about, it’s human nature. Relationships are the focal point for all marketing platforms, and the stronger your relationships are with your partners, the more likely your are to benefit from the relationship. This is a somewhat calculated maneuver, but it is something that develops naturally. You are not pretending to like people you don’t – it’s a matter of giving your partners extra attention and taking the time to get to know them on a personal level, as well as on a business front. This will help enhance your professional relationships and bottom line. Forming a strong network of joint venture partners is a savvy way to increase your business, and a valid shortcut to gaining a wider client base.

Joint Venture Marketing: Reducing the Costs of Your Advertising

A joint venture marketing partnership is an enterprise undertaken by two or more people or companies, who typically share the expense, and ideally the profits, created by their union. Joint venture marketing agreements do not create new business organizations or third party companies from their union – the idea is for two, or several parties to come together to share ideas, expertise, clients and contacts.

Advertising Joint Ventures

One of the most popular types of joint venture marketing partnerships involves a sharing of advertising space. This can take several forms:

• Trading space on your partners website for space on your site
• Pooling resources to purchase ad space
• Selling space on your website to your partners.

Trading Ad Space

Forming a joint venture marketing relationship where the venture involves trading space for website advertising is fairly straightforward. If you have only one partner, you would swap an equal amount of space on your website for advertising for your partners company, and receive the same amount of advertising space on their website in return.

These types of partnerships are mutually beneficial to both parties and usually don’t require an upfront investment of capital.  The same principle holds with more than two partners – each partner would be granted ad space on each of the respective websites of their joint venture marketing partners. This can be a highly beneficial arrangement at very little cost or risk – you could expand your advertising capabilities several times over and reach more people than you would independently. This is also a valuable resource because you will often be able to reach a niche of people that you would not be able to reach solely through your own website advertising.

Purchasing Joint Ad Space

Forming a joint venture marketing partnership where you pool financial resources to purchase advertising space is a valuable way to achieve the high-profile exposure of a paid ad, with a decreased expense. Advertising space, whether on a website or in print, is usually sold in increments of three or four spaces per page. This, of course, will depend on the publication – some will sell as little one sixth or one eights of a page, and you always have the option to purchase a full-page ad.

It is more cost-effective to pool resources with a joint venture partner to purchase ad space because it is cheaper to buy a larger chunk of advertising space, even if it will be used for different ads, than it would be to purchase each advertising spot separately.

Selling Website Space

Selling ad space on your own company’s website can be a profitable way to raise revenue for your company. If you have already made an agreement to trade ad space with a joint venture partner, but they would like additional space, you may charge them a fee.

Another option is always to sell space on your website in the open market to companies with whom you do not as of yet have a joint venture marketing partnership, and this can also increase your professional contact list and increase the potential for future joint venture marketing partnerships.

What’s In It For You? Being Selfish In Your Joint Venture Partnership

Joint venture marketing, also known as JV marketing, has become a very popular way for businesses to maximize their exposure in the marketplace, as well as their profits. When two or more businesses combine their resources, contacts and clients in a synergistic way, it has the potential to create a larger marketing impact, and greater profits than either entity has the capacity to create on its own.

Put your needs first – even if you are a new business

When entering into a new joint venture marketing partnership, you are creating a relationship, and one that may potentially be a close, profitable and long-term one. Given this, it may be tempting to look at the partnership from the perspective of your partners to be sure that their needs are being met and that the deal is fair to them. This is important, as people who are not being offered a fair deal are unlikely to be happy with the long-term relationship.  But, the first thing you must ask yourself and have a positive answer for is, “What’s in it for me?” It is essential to secure a fair and profitable deal for yourself and your company.

If you have just started a business, or are new to the practice of joint venture marketing, it may be tempting to think that you should accept a lesser deal because your partner is “doing you a favor” by deciding to engage in a partnership with a novice.  This is the time to be selfish! Do not undermine your potential or sell yourself short by getting into a partnership that doesn’t offer equal benefits to you. If you accept a deal like this, it has the potential to backfire down the road for a couple of reasons:

• Your partner may develop an undervalued perception of your company
• It may affect your partnerships and profits down the road
• You may not be enjoying your fair share of joint revenues

Don’t set precedence for lowered profits

When starting a new joint venture marketing partnership, if you accept a lower percentage of profits or of advertising space, this tends to set a precedent where your partners may then expect you to continually accept a lesser deal. And if this sort of thinking continues, it has the potential to breed resentment on your part and affect your professional relationship with your partner, but it may also affect the future of your bottom line and company profits.

If you are new to the market or new to a business, you have just as much to offer as an established company. They may have a larger and more grounded client list and more experience, but particularly with the climate of Internet business, it is vital to offer something new and cutting edge.  You may benefit from their expertise, but they will benefit from your fresh ideas and perspective.

Keep in mind that you may not have the same things to offer as your partners, but you have just as much value to bring to the venture. It is fine to look out for yourself and the interests of your company, and probably a good way to embark on your joint venture marketing partnerships. Being “selfish” doesn’t entail being unfair or rude – simply keeping the interests of your business at the front of your mind, which is exactly what your partner will be doing for his or her own company!

Discover underutilized assets in your business

Which one are you?

A Business  Owner?
An Employee?
A Consultant?
A Single Parent?
A College Student?
A Grand Parent?

Regardless if you have an existing business, are an employee of another business, are a consultant, or you’re someone who’s considering starting your own business, Joint Venture Deal Making can be one of the most profitable ways available to you to create “Income at will”. You don’t need any special education or lengthily training.  You can start putting deals together with just a few hours a week. Once you understand the fundamental mind set of doing Joint Venture deals, you may just rethink the way you do business or create income for the rest of your life. It’s that powerful, diverse, exciting, and profitable.

If you’re a business owner, you can implement a Joint Venture Marketing strategy to create new profit centers with little to no money or risk. If you don’t have an existing business or you’re an employee of another company you can broker deals with your employer or create an additional profit center outside your full time job.

Let me fill you in on an overlooked and underutilized fact about 95% of all businesses out there (this is were you come in). It’s something so fundamental that it’s often overlooked and not given nearly the amount of attention, care, and time that’s needed to create additional profits.

Ready…

“The majority of all business’s have underutilized assets”

That may not be very exciting at first read, but let’s dig a little deeper. These underutilized assets represent huge opportunities for additional income for you.

Let’s define what an “asset” is.

A quick Google search defines an asset as being:

1.    Anything owned by an individual or a business that has commercial or exchange value.
2.    A possession of value, usually measured in terms of money.
3.    Valuable items, encumbered or not, owned by a person, corporation, or entity.

So it’s basically something of value that a person or business has that is not being optimized.  Now remember I just told you that the vast majority of business owners have “underutilized” assets. This is where it get’s interesting. This is where you can provide a way for these business owners (and yourself) to create income from the sale of their existing products or services by combing other complimentary type companies “assets” with their “assets”.

Let me give you some background and a quick example of what an underutilized business asset is.

“Simon opened his Web Design Company with a passion for creating websites, logos, and custom graphics for his clients. Simon was a skilled graphic designer, but his sales and marketing skills were based solely on theory and what he learned from a few books he had recently read. Simon wanted to do a promotion offering 25% off his services for new clients. Simon and I had a conversation about this promotion and asked me my advice and thoughts on this type of promotion. His objectives were to find new clients quickly without spending a lot of money on marketing. I told him that he had two primary objections to overcome since his business was new, he currently had only one client and his competition in the Web Design space was fierce and while competing strictly on a discount price point may work, I suggested he use a Joint Venture Strategic Alliance to keep his prices at a competitive market rate to obtain new clients.”

So we see that Simon has an underutilized asset, his time and his Graphic Design services. He’s only got one major client, which is a dangerous thing for Simon if that client decides to go elsewhere and stop using Simon’s services.

Remember when I said that a Joint Venture deal is about combining underutilized assets? Well, in this scenario lies your opportunity to make extra, recurring, residual income.

Let’s continue with the story.

I suggested Simon call local printers, illustrators, and web programmers in his area. I had him pick local vendors (so he could actually go meet these other business owners, which builds rapport and trust) that work in complimentary, not competitive businesses. Simon contacted a local print shop, introduced himself and offered to provide a “Web Design” division to the print shops existing base of over 300 clients. Within one week, Simon and the owner of the print shop wrote an email letter to his existing clients announcing the new service. Within two weeks Simon gained an immediate influx of client requests with an acquisition cost of zero!”

So you can see how Simon used his underutilized asset, his time and Graphic Design services to incorporate into the printing companies underutilized asset, their existing clients. This is only one type of Joint Venture scenario that can generate additional income very quickly. Simon only did this type of deal with a single company. What if he did it with 5 other companies that offered similar type services?

If your thinking, “Christian, that sounds all good and interesting, but how does that effect me or my ability to make more money?” Good question. This is why I asked you at the start of this conversation about “Which one are you?” You see, it doesn’t matter if you have an existing business or if you’re an employee, a student, or even if you’re currently unemployed.

Please take what I’m about to tell you very seriously…

“Just about every business owner is silently begging to find new clients”

Read that 5 times.

Business owners are constantly trying to increase their profits from their existing clients, yet they’re so busy running their companies, they don’t spend nearly enough time on this. This is where you can earn extra money, possibly a lot of money if done consistently and executed correctly.

Take a look around you and see if you can find any businesses that you know of that have underutilized assets that you can recommend to other companies. As I said, just about every business out there either needs or has assets that other companies can benefit from. You just introduce the two companies and make a profit for structuring the deal.

I hope this has gotten you intrigued about the possibilities of using Joint Ventures to create additional income for yourself in a very short amount of time.

I’ll be showing you many, many more examples of how to create these types of profitable relationships in the days to come.

Christian Fea is CEO of Synertegic, Inc. A Joint Venture Marketing firm. He exemplifies how to profit from Joint Venture relationships by creating profit centers with minimal risk and maximum profitability.

To discover more Joint Venture Marketing Strategies join his free JV Wealth e-zine.

Joint Venture Marketing: Maximizing Your Inner Circle

Joint venture marketing has been around for ages in traditional marketing circles, but is a relative newcomer to the Internet marketing niche.  A joint venture marketing platform as applied to Internet marketing is essentially the same as a traditional joint marketing venture: it is a business enterprise agreed upon by two or more parties who share the expense of the venture, and, hopefully, the profits.

Essentially, a joint venture marketing partnership shares the costs associated with marketing your business and services, as well as the profits.

An additional benefit to having a joint venture partner when it comes to your marketing platform is often the sharing of business contacts and clients. Joint venture marketing is an extension of a relationship marketing scheme – in which relationships are the central focus of your plan, and the core from which your business emanates.

In traditional relationship marketing, the focus is on your clients and how to develop strong and consistent relationships with them. Customer relationships is still a priority in joint venture marketing, but the relationships you have with your business partners will be your central concern as it is through these relationships and partnerships that your joint venture marketing plan will flourish.

Circle of Friends

One benefit of forging joint venture marketing partnerships is the relationships you will develop with your business partners, and the potential to make contacts through the relationships that your new business partners already have in place. A joint venture marketing plan is an excellent way to expand your network of professional contacts, which may potentially lead to new business and new partnerships at a future time. In this way, developing an “inner circle” of business associates will increase your exposure in the marketplace, and potentially promote your company and its services in new market niches.

We all have an inner circle in our personal lives  – a group of trusted friends. Developing such an inner circle in your joint venture marketing partnerships can give you a definite advantage, which may lead to the competitive edge you need to succeed.

Not all business partnerships develop into close relationships, but it is to your advantage if they do. People, even in a professional capacity, are more likely to go out of their way for people that they like and with whom they have a close relationship—it is just human nature. This law of reciprocity works both ways: you are also more likely to go out of your way for a known and trusted business colleague that for one with whom you are not as familiar.

It may sound a bit calculating to set out to develop an inner circle, but it is ultimately a rewarding partnership for both companies. You may benefit from being part of the inner circle of one of your joint venture marketing partners, but it is reciprocal: your partner will benefit as well.

Joint Venture Marketing: A Subset of Relationship Marketing

Joint venture marketing is a rapidly growing arm of relationship marketing, and a highly effective one. Relationship marketing holds as its central tenant the importance of building strong, solid and long lasting relationships with your customers and clients.
Joint venture marketing exists under the umbrella of relationship marketing precisely because it is still ultimately concerned with stalwart customer relationships.

When implementing a traditional relationship marketing platform, your company will work directly with a client to forge a relationship and will usually handle all of the customer service itself. With a joint venture marketing partnership, there are many ways to structure your deal, but one of the main advantages can be that some of the customer service piece of the maintenance of your business is shared among your partners.

This also means that you take on an additional commitment to the customer service of your partners, but this also creates a win-win situation, because ultimately you are sharing customers and both gaining new and loyal customers through your joint venture marketing partnerships.

Joint Venture Marketing: Also a Relationship

This may seem obvious, but it is still worth pointing out: a joint venture marketing partnership involves embarking on a new relationship with your partners. This is another way that joint venture marketing falls under the umbrella of relationship marketing.

Through your joint venture marketing partnerships, you have the potential to develop a tremendous rapport with your partners, and these strong business relationships have the potential to increase your sales and profits almost as much as the business agreements that you come to through these partnerships.

It is human nature that we tend to assist people that we like, or feel some connection to or affinity for. It is no different in the business world. As people work more and many jobs become virtual, the lines of business lives and personal lives are becoming increasingly blurred. So what starts out as a business relationship often grows over time, sometimes developing into a personal relationship. Even if your business relationships don’t turn personal, developing a strong rapport with your partners is a great way to increase your business.

If you have an equally good product, company and customer service in the same industry as one of your partner’s other colleagues, but you have a stronger rapport with the mutual partner, then he or she is much more likely to recommend and suggest your business and products to its clients than the third party, with whom he may not have as close a relationship. Again, this is human nature – all things being equal, we give preference to people that we like.

It may sound calculating to intentionally go after developing a bond with your joint venture marketing partners, but it doesn’t need to sound so seedy and manipulative. You are not going to hit it off with everyone – this is natural and cannot be forced. But sometimes just a few extra minutes of conversation, or steering the conversation towards personal subjects, taking the time to find out about your partners on a personal level can open up beneficial avenues for your business.

Again, it is about being interested in and caring about people enough to get to know more about your partners, not using them! Putting a relationship at the central focus of your business holds true for customers, as well as your joint venture marketing partners.

Joint Venture Marketing: Increasing Profit with Customer Endorsements

Joint venture marketing is one of the most successful ways to draw traffic to your website. Part of what can make a joint venture partnership so profitable is the endorsements that can be generated from these relationships.

Joint venture marketing endorsements are so effective because they can help improve your search engine positioning, directly leading to increased customer volume to your site. Joint venture endorsement marketing is, for the moment, highly underrated. It is an extremely effective method, and is highly underused – so if you embark on a joint venture marketing partnership that involves sharing endorsements, you are in a sense entering on the ground floor of a method that is quickly growing and that is extremely effectual.

The Power of Relationships

Part of running a successful business is having strong relationships with customers. This is common knowledge, given this merchants are constantly trying to forge stronger relationships with their clients, and ultimately build customer loyalty.

For example, many companies offer product discounts to returning customers, and offer larger and more frequent discounts to repeated, long term customers. Once a business has gained the loyalty of a customer, it can lead to sales and repeat business for years to come. Coupons, discounts and giveaways are an excellent way to ensure the growth of a strong relationship with a customer.

Free newsletters providing company information is another way to build trust with a customer. These newsletters are usually delivered via email, and most are bombarded everyday with sometimes hundreds of emails – so even if someone does not have time to read your newsletter, seeing an email from your company in their inbox will serve to remind them of their relationship with you. Even if the newsletter is often unread, this is a powerful tool for building rapport with your customers.

Customer Trust Leads to Profitable Endorsements

As stated before, once a merchant has gained a customer’s trust and loyalty, he is practically guaranteed business from that client for years to come. And because of the power of word of mouth, if you have one loyal and satisfied customer, he is likely to spread the word about your great products and customer services to his family, co-workers and friends.

Most people have friends with similar interests, habits and pursuits – so if you have an elite skincare website, selling high end products from overseas that aren’t otherwise commercially available, you have created a niche for yourself. And if you develop a strong relationship with one client – she is likely to tell her friends about your great site.

These kinds of customer endorsements are one of the most powerful forms of advertising, both on and offline. In a joint venture marketing partnership, you often exchange client lists and information with your partners. Because of the word of mouth endorsements from loyal customers that are an integral part of business, both you and your partners will benefit from the mutual customer endorsements of the other’s established clients.

Joint Venture Marketing: Maximizing Your SEO through Endorsements

Joint venture marketing is a highly effective, yet largely underrated form of marketing – one that can be custom tailored to meet your company’s specific needs.

The idea behind a joint venture marketing partnership is to share expertise and resources with the companies with whom you choose to partner. These partnerships can range from sharing client lists and advertising budgets, to simply endorsing the products and services and website of other businesses.

Search engine placement is widely thought to be the most important aspect of marketing. While optimizing your search engine potential is an important step in the process of successful marketing, well-placed endorsements from other companies can prove to be equally as valuable.

Optimizing Search Engine Placement

It is fairly common knowledge that search engine placement and wording to optimize search engine status is a critical component to running an online business. What is so wonderful about a joint venture marketing partnership that incorporates endorsements is that you can increase the traffic to your site.  Your joint venture partner can place links on their website pointing to your company, and these backlinks will add authority to your SEO.

Shared endorsements that develop as a result of a joint venture marketing partnership have the potential to have a direct effect on the placement of your website and business on search engines.

What is an Endorsement?

An endorsement in a joint venture marketing partnership is the same as an endorsement in any other realm. Simply put: it is the act of lending support, backing and approval to your partner’s business, including its products and services.

An endorsement in regards to a joint venture marketing partnership is generally the mutual endorsement of your joint venture company’s products and services. This can be a very valuable resource with very little upfront cost, and can be accomplished in a variety of ways.

Endorse Through Your Company Newsletter

If you have forged a new joint venture marketing partnership, using your company newsletter as a platform to endorse the products of your joint venture marketing partners is a great way to start exploring the benefits and parameters of the relationship with very little, if any, upfront cost or risk.

An endorsement of a joint venture marketing partner’s products and services can be something as small as an advertisement placed in some part of your company’s newsletter, or a mention in the actual text of your newsletter.

If you have a loyal customer base, your customers have a relationship with your built on trust, rapport and respect. They will take seriously any recommendation that you make to them. This has the potential to significantly increase your joint venture marketing partners business, sales, customers, and client list.

The bonus here is that since you have formed a joint venture marketing partnership, your partner or partners will be doing the same for you – they will be endorsing and lending support to your products and services at the same time that you are endorsing, backing and lending your approval to their products. The beauty of this joint venture marketing partnership endorsement agreement is that it doesn’t have to cost either party anything at all.

Joint Venture Marketing: Utilizing Super Affiliates

Setting up a joint venture marketing partnership is a great way to reach a specific niche market and to promote your products, services and business. Many joint venture marketers have also begun to use “super affiliates” to help promote their companies.

What is a Super Affiliate?

An affiliate marketer who is capable of generating a significant percentage of the profits of an affiliate program’s revenue is referred to as a “super affiliate.”  Affiliate marketing is widely popular, and it is a quickly growing Internet-based marketing practice.  Webmasters and business owners partner with affiliates, who then derive their income from a commission of their generated sales.

Affiliate marketing is also the umbrella name for the industry where these different types of companies and individuals perform the marketing function of driving traffic to a second or third party’s website.

Joint Venture Marketing and Super Affiliates

Joint venture marketing is more than a simple partnership that relies on the mutual promotion of products. This is a good place to start, but the true joint venture partnership is more of a well-rounded endeavor.  Many joint marketing partnerships recruit super affiliates to gain a competitive edge. Most super affiliates have numerous contacts, as well as products that they can promote, which make a joint venture partnership attractive to both the super affiliate and the company in need of marketing assistance.

Successful joint venture marketing often does hinge on who you know, and if your contacts are weak because you are a new business trying to gain an Internet presence, affiliate marketers and super affiliates can help you reach a niche you may not have had access to, gaining business and clients you may not have previously been able to access.

Super affiliates can assist your business because they market for a living. Marketing may be part of your business, but if you are developing products and services, you most likely don’t have the bankroll to employ a marketing team, or the time, energy and often the expertise to develop a strong marketing strategy yourself. Super affiliates come built in with contacts, know-how and the experience that you may lack to fully and reliably promote your product.

Super affiliates generally work on commission – they will receive a percentage of the sale associated with each person they direct to your site that results in a profit. Initially, this may not sound fair—why should they make money from a product that is yours?  But think about it—in the case of super affiliates, they are often the sole reason for this new sale of yours—so splitting a profit with them is much more palatable.

The affiliates and super affiliates also usually only get a percentage of the first sale that they generate – the sale that they have specifically directed to your site. If the customer they directed to your site becomes a repeat client, the super affiliates are often not privy to making future profits from initial sales that they direct your way.  Thus, in a joint venture marketing plan, utilizing affiliates and super affiliates is really a win-win combination!

Joint Venture Marketing: How Paid Advertising Can Help

Joint venture marketing can be a savvy way to promote your Internet business. Forging a joint venture marketing partnership with a party that has different areas of expertise can maximize profits for both parties. Joint venture marketing partnerships are a particularly good way for small businesses to increase visibility, combine resources, and ultimately increase profits.

Split Advertising Costs

One way to cut marketing costs is to divide advertising costs with your joint venture partner — this is one of the main reasons that parties engage in such an affiliation. In the world of Internet businesses and Internet marketing, there are many advertising avenues that have minimal costs. However, taking the initiative to invest in paid advertising for your business, particularly if you have a partner in your joint venture to share the burden of the cost, can result in higher quality traffic, along with a more productive way to build awareness for your business.

Benefits of Paid Advertising Through Joint Ventures

Paid advertising, at least in the offline media, is still the most predictable way to increase hits and traffic to your website. Paid advertisements obviously carry with them a sometimes-significant cost, but do provide several advantages. By using a paid advertisement you are able to:

• Have full control over your copy, layout and design
• Alter and tweak your copy until it is exactly as you want it
• Measure exactly how each change in your advertisement impacts traffic results to your     site
• Determine the exact URL or website that people are directed to, increasing your ability to monitor traffic to your site

Paid advertising does have downsides, but being aware of these potential risks at the outset can help minimize the concerns that accommodate the paid advertising route.

Credibility Issues

Paid advertising tends to carry with it a credibility problem — if people know that you’ve paid for the space, any laws necessarily pertaining to truth do not bind you. Very much of what you claim in your advertisement could contain a lot of hyperbole.

Solving this credibility problem is part of where a strong joint venture partnership can be of great value. If you are new to the market, but partner with a company who is known and trusted, this will naturally lend authority to the advertisement, despite the fact that it is a paid advertisement.

Cost Barriers

As we all know, paid advertising has the potential to cost a lot of money.  If you are on a budget, paid advertising may still be a wise choice, but it means you will want to choose your advertising carefully. This is also where a joint venture partnership can be very helpful and profitable:

• A joint venture partner can share the burden of cost for the advertising
• Your joint venture partner can contribute his knowledge and expertise to be sure you design effective and pertinent advertising.

When developing a joint venture marketing partnership, there are a lot of avenues for free or low cost advertising, but don’t overlook the value of the good, old fashioned paid advertisements; they may give you precisely the edge you need, and your joint venture will help shoulder the burdens associated with the risks of paid advertising.

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