Why there’s no such thing as a free coffee – even at high-end supermarkets

Author: Richard West, senior lecturer in Marketing, University of Westminster The two most powerful words in marketing are “free” and “sex”. Nothing grabs the attention like an offer that includes one or the other in the strapline – although no one has yet linked the two together in a promotional campaign. Such is their power to elicit a response, both words are handled with kid gloves by the advertising regulators, whose job is to issue guidelines about what the industry can and can

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