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Advertising's Most Important Word
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| If you had to guess the single most important word in advertising what would it be: free, special, discount, sale, new, improved, bigger, better? So many words have lost their meaning or been corrupted by misuse or abuse that it is not an obvious choice. The words luxury, exclusive, and world class have been rendered meaningless after being applied to everything from eight hundred square foot condos to restaurants that serve microwave frozen dinners. We can't even rely on light, diet, or low carb to actually describe what's inside a package. |
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