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A Question on Marketing Cloud Connector and AMPscript

This is my first post here and hopefully one that can be answered.

When using the Marketing Cloud Connector, can i use AMPScript to reference Contact Objects in Salesforce.com, where I'm targeting a Salesforce Campaign as the send list, or do the values need to exist in a data extension?

If possible, what do the AMPScript, or Personalization Strings look like to complete this?

Any answers will be greatly appreciated.

Thanks in advance!

Chris