Most advertising is wasted - or is it?

Winston Fletcher

Winston Fletcher takes the contrary view to social commentators who often claim that the advertising- and supermarket-driven society is growing ever more homogenous and provides the consumer little choice.

Most advertising is wasted - or is it?

Winston Fletcher

ALL BRANDS ARE MINORITY BRANDS

Social commentators - who prefer not to be confused by the facts - often claim that our supermarket-driven society is growing ever more homogenous, that our choices as consumers are being ever more curtailed as uniformity dominates society.

The point that they are trying to make is that once upon a time, in days of yore, everyone shopped at their local, small, independent shops, and these shops often stocked goods made by local companies or even - on occasion - churned out their own. Do...

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