ads acquire fans may be struggling to win over fans, but at least the marketing efforts to woo consumers are getting some applause. Among these efforts is the AARP's strategy of encouraging mothers to send e-cards in which they promise to defriend their children on Facebook if they sign up for health insurance, a  tactic that the New York Times called “cheeky.” Ads in Colorado try to appeal to the 20-something set with a Got Milk?” riff, leading with “Got Insurance?” and following with images like a college student doing a keg stand next to text that says “Don't tap into your beer money to cover those medical bills. We've got you covered.”

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