Success: I believe that one of the most successful advertisements that are riddled throughout facebook would be the credit score ads. Placing ads about credit scores in a place where the main customer is just starting to worry about their credit, college students.
Failure: Modern coin mart doesn't really work for me, why would a college student care about collectors coins. But, then again more and more people from a much wider range of demographics have taken up a place in facebook. So really you could give a reason to put any ad on facebook and you would find an audience.
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