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Recognise the skinny geek on the right? Me neither. It was a long, long time ago, back when advertising was simple. A few radio commercials, a spot of TV, a run of 25 x 4s and Bob was your Uncle. Nowadays we have to choose from a myriad of media opportunities across digital, social media, experiential, print and broadcast; all of them fighting for your business and baffling you with statistics and the latest gimmick. So I thought I'd use the Ad space I bought in my School's alumni programme to remind readers about the importance of cutting through all the flim flam and using the basic and unchanging principles of marketing when assessing how to spend your advertising budget.

It's just a bit of fun, but hopefully the message comes across loud and clear.

About the author

Guy Robertson is an independent marketing consultant.

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