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Continuity is important in advertising, too. All iPhone advertising has the same look and feel. All Coca-Cola advertising communicates the same image. And all Walmart messages project the same brand attributes. Even on a local level, with consumers bombarded by thousands of marketing impressions every day, it is crucial for advertisers to have a sharp eye for consistency. Here are a few continuity points to consider.

Sometimes the best way to come up with a new idea is to look to the past.