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Advertisers weigh paying for advertising as interest in Ravens reaches new levels

Advertisers weigh paying for advertising as interest in Ravens reaches new levels

The TV ads are quirky, the advertiser unusual: Advance, a Cockeysville-based document management company, has run a campaign during Ravens games showing executives kicking around off-the-wall ideas in a boardroom.

Business-to-business advertisers don't normally target mass audiences. Football games typically offer up a steady diet of beer and car commercials. But Advance has used its ads to build a reputation for approachability and service.

"We're really trying to build on the idea that we're about relationships, and about being made up of a group of people who are going to care about your business," said Jeff Elkin, president of Advance. "We're not selling one...

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