The Hanging Of Saddam Hussein, Sponsored By…

Let's say you're in charge of promotion for the The Last King Of Scotland, a film based on the regime of Idi Amin? Where do you spend your ad money? Sure, you could blanket TV and Radio, but think about all the people you'd inadvertently reach who aren't into brutal dictators. No, your ad needs to appear alongside something you know the target demographic is watching.
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