Once you've decided on directories, headings, and ad sizes, concentrate on creating an ad that both attracts attention and stimulates customer response.

一旦确定了黄页目录、标题和广告大小，就应致力于创造一个既能引起注意又能刺激顾客反应的广告。

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This is because most managers prefer to trim their ad budgets rather than their payrolls, and restore such spending only once they feel sure that things are looking up.

这是因为经济不景气时，绝大多数企业主都宁愿削减广告开支而不愿意减薪，一旦感觉到经济形势有所回升他们就立刻又重新投入这些广告费用。

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Those upfront, fixed costs are enormous, Mr. Mehdi acknowledges, but once Microsoft's search traffic and AD volumes rise, the financial picture could brighten quickly.

这项预付的固定成本是非常巨大的，Mr . Mehdi承认，但是一旦微软Bing的搜索量上升，广告收益增加，一个好的钱景就会出现。

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One of the vets in the ad was also once an adviser to the Bush campaign.

ECONOMIST: John Kerry's war record gets shot at

His consultancy helped elect two mayors in rough-and-tumble Chicago, and he can deliver a punch: he was once accused of producing an ad that made an opponent resemble Hitler.

ECONOMIST: The new Democratic establishment

The two-minute ad aired only once that Hillsman recalls.

CNN: latimes.com: A Nader action figure? Ad maverick signs on to team