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" ... Even with all of the expertise provided by public affairs and advertising firms, there seems to be little awareness of this “two worlds” profitability challenge. Marketing researchers do focus on whether the ad in question motivates consumers to buy, but rarely on whether it engenders legitimacy with voters. Ads that encourage us to love our cars can also lead us to support greater government controls on automobility. An ad that pushes one customer to buy beer might motivate another to support Prohibition-style restrictions. CEOs who let their marketing directors ignore these political realities are running a risk and missing an opportunity to reduce their political vulnerability. ... "