Advertising

Should you always keep an evergreen campaign on?

Yes, a standing poster of the door and how to get there, and the ad for this week's food apart. Do not call a piece evergreen if its dish is no longer served. Use a photo of the door and two dishes that do not leave the menu, different from the weekly poster. In Madrid the always-on campaign is still running a menu the poster has already taken down. The standing piece states the door, and this week's food has its own poster and ad, with a take-down date.

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