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Based on the Advertising Effectiveness Awards, which is the broadest and most respected awards organization in the advertising world, this book provides the key lessons and inspirations derived from the top marketing campaigns and strategies of the past 25 years. The Advertising Effectiveness Awards requires its winners to demonstrate a clear causal link between the marketing strategy, together with its articulation in advertising, and ultimat...

Establishing a difference is the lynchpin of marketing. It can be achievedin many ways, often not overtly competitive. The results are often both magical and powerful, such as changing the price of a little regarded fish from �05 a kilo to �00 at little expense. But, as with many other areas which have great value, this potency has resulted in marketing sometimes being shrouded in complexity. This book hopes to cut through these complexities a...