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Exploring How Advertising Can Build Brand Equity You can choose to evaluate any company's promotional programs or an advertising campaign, whatever best suits your needs. What were the objectives of the promotion? Did it succeed in meeting the objectives? What elements make its message meaningful and positive? Could you improve this aspect? If so, how? What elements make its message strong in tying the positive meanings to your brand? Could you improve this aspect? If so, how? Is this message unique. and what makes it so? In what it says? How it says it? Could you improve this aspect? If so, how