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When you’re creating an online advertising campaign you need to consider your target market, your brand image, and where you should advertise. The final point is almost the most important; if your advertising appears in the wrong place your whole campaign and even your brand is likely to suffer. Facebook had to reconsider where they place their paid adverts earlier this year following BSkyB and Marks and Spencer suspending massive contracts. As the marketing channels reflected badly on the brand, Facebook was in a position where it could have lost a lot of revenue.