In the beverage industry, sales are(63) flat advertising budgets total US$250 million a year, and 70 new brands are introduced each year. Yet Gentleman Jack increased sales ten percent in one year. Jack Daniel's Dennis Walsh, director of brand development, said the following ideas are(67) contributing to growth |Influencing the influential. Target folks who influence your customer. One opinion leader could influence hundreds of(68) potential consumers. Letting your product speak(69) for itself if it can. Use trial programs to encourage people to discover your product and share their information with friends. Being honest. Don't(70) overdo your selling with hype. People who buy luxurious products will react negatively. Using public relations. Try to gain(71 editorial space in newspapers and on radio and television. Using your communication money(72 prudently. Don't try to do too much Do a few things well and build on them.