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"The most important thing we do is spend the time working out what the video has to do", said the vibrant woman. "Then, we make sure that it ties in to our theme and our communication objectives. If you just edit together a collage of pretty pictures, all you're doing is creating a meaningless video that doesn't connect with people. People get bored because there is no clear message".
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Many people today are seeing a reduction in their disposable incomes - the very opposite to what they had come to expect. We have been conditioned to anticipate an ever increasing stream of wealth throughout our working lives. Because we expect to earn more money tomorrow, we borrow today to buy the things the advertisers tells us will make us happy - feel prosperous. But it is a lie. The "happiness" experienced by acquiring new possessions is usually very short lived. And being in debt often weighs us down useful reference with anxiety. When the inevitable economic downturn comes debt begins to feel like a millstone event video production around our necks.
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Those who omit this from their advertising plans might indeed be overlooking an area that is imperative to differentiating one competitor in the other, and one that has been substantially linked to a growth in sales.