Advertising is a tricky business. Successful advertisers are those who, over the long term, make the fewest mistakes. No matter how well an advertisement is produced, there is no way of guaranteeing that an advertising campaign will be successful. What looked like a good idea when conceived and trialled may, with hindsight, turn out to have been not so good after all. As a creative promotional tool, advertising has one major advantage. Millions watch TV and read newspapers, and advertising has a potentially low cost…

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