Turning Research Into Copy

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Lets begin with some good news. Many lower-income Americans are finally feeling more flush a decade after the recession, say shoppers and retail executives. Lower gas prices and rising hourly wages are giving them extra cash to spend, a boon for Walmart Inc., second-tier mall owners and other retailers that count on them for a large percentage of their sales.

Spike SanteeTurning Research Into Copy
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To Sell Long Term, Don’t Use Short Term Data

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The annual contract is the coveted achievement for the advertising sales person. Getting an annual contract from a customer signifies to some extent that the advertising sales person and the advertiser have reached a meeting of the minds on one of the most basic fundamentals of effective advertising, having a consistent plan and sticking with it for the long term.

Spike SanteeTo Sell Long Term, Don’t Use Short Term Data
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