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They saw an old, poor woman in a booth spending dime after dime, trying to win a blanket.
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"Our tag line was 'total communications.' We said, 'You're spending dollars on advertising, spend dimes on public relations, and you'll multiply that significantly.' " As for the contemporary focus on generating buzz for marketers, Mr. Burson said: "The people in this business have known for generations that the most effective communication is word of mouth.
Now today most middle-class families are spending every dime that they make.
But a lot of other people, even retirees with net worths well into the seven figures, could end up spending every dime before they die.
The lesson: "There are places to put your money other than spending every dime you lay your hands on," Hodges says.
One of these kindly old ladies will go on to spend thousands of dollars at Harrah's, while the other will walk away without spending another dime.
I'm tired of spending every dime I make To finance this way of life I've learned to hate.
He goes on to say that he thinks the United States "shouldn't spend a dime addressing it because our limited resources are spent better elsewhere".
The U.S. Chamber of Commerce has spent $550,000 to support his candidacy, but no other group has spent a dime.
But while Amazon spent $100 million on advertising its Web site in the fourth quarter, Wal-Mart didn't spend a dime to promote its own site.
She just wasn't going to spend a dime".
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com