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Cash in on key themes and small businesses can make a great, low-budget ad campaign, says Eleanor Ross


“Tearful”, “sickly sweet”, “potent”: all words used to describe this year’s John Lewis Christmas advert. Yet, love them or loathe them, the John Lewis Christmas adverts have become something of a British institution. The latest offering, about a little boy and his penguin friend, has been watched by 21 million people on YouTube. The advert cost £1m to make and was part of a marketing campaign worth £7m.


However, if you are an SME aspiring to promote your business with as much panache as the biggest brands, you can do it without spending millions. There are plenty of tips and tricks that small businesses can learn from the big players, according to brand and advertising experts.


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