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Christmas - Its started

I've already seen two!

What am I talking about?

Is it goals scored by Man Utd?

Apple watches?

No its Christmas TV adverts during Downton Abbey.

So I wonder who is going to come out on top in the Xmas ad wars this year. M&S, Debenhams, John Lewis, Tesco?

Over the last couple of years the clear winner has been John Lewis with their emotional music and family themes. (He wipes away a tear) And this is clearly reflected in their sales growth being ahead of the pack. John Lewis have also backed up their ads with a great website and most often super customer service.

So when you are planning your advertising make sure that it is timely and effective, and that you back it up with your products and service. Getting customers to respond to your advertising is difficult enough but if you don't deliver on their expectations then negative "word of mouth" will really hurt you.

Phil Chappell


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