Those involved in the advertising industry have been advised to spend as much time as possible in the stores their brands own.

Graeme Crossley, writing on the UTalkMarketing blog, observed that many professionals say that they do not have the time to visit shop fronts and they have all the necessary information acquired through market research.

However, he went on to note that this data "is at best going to be several months old and in a rapidly changing and evolving economy … is likely to be outdated already".

Mr Crossley recommended that marketing directors spend at least two days a month on the frontline of their brands and that every member of the advertising team do so ten days out of the year.

Last month, promoters were advised to consider social sharing in their online PR messages, with figures from Marketing Sherpa’s latest study revealing that 80 per cent believe it to be a worthwhile exercise.

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