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Original articles from Lucas Donat.
 
Want a Career Marked by "Bottom Line" Creativity? Try Direct Response Television.
The advertising industry has long thrived on the notion that some ads serve to build brands (the high-concept creative spots that make us laugh or cry) while other advertisements drive sales (the long-form “infomercials” that keep us company in the wee hours)—and never the twain shall meet.

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