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It is sometimes argued that in today’s fragmented media world a TV spot should no longer be the default starting point of an ad campaign. This is a strange argument because it isn’t clear that it ever has been or ever should have been.  Telling insight and a great creative idea is now and always has been the best place to begin. But the evidence shows that TV today, as much as it ever has before, can act as the beating heart of any major advertising campaign. This paper will explain why and provide advice on the best practice for getting the most out of TV within the marketing mix.

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