2 Client



It's hardly a surprise that companies as divergent as General Motors, The Men's Wearhouse, and local retailers like Joe's Auto Repair all want to increase sales and achieve higher profits. They want to get a larger percentage of the market, appeal to a larger customer base, and generally achieve greater brand awareness. Quite apart from the budgets, their advertising approaches are very different, as are their needs. Surprisingly, they are also alike in many ways. Those differences and parallels are very significant to clients, to their agencies, and to those who make their commercials.

For the most part, clients with a limited budget tend to come from a local retail or service community, rather than from a national or manufacturing ...

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