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You don’t have to watch much TV or read many newspapers to see there’s bad advertising out there. But why is there so much of it? We’ve all heard the cliche: Clients get the advertising they deserve. But agency folks need to understand that most clients see this as an excuse from an industry they perceive disappoints far more than it impresses.
The cliche, however, is inescapably true. So, the more critical question is: What did clients do to deserve the advertising they get?
It’s actually what they didn’t do.
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