Tesco takes credit for 'cheap' books

<p>Fiona Fraser</p><p>Tesco is running a new generic advertising campaign to highlight its success in driving down book prices.</p><p>The ad features a pile of paperbacks, and states: "Books. Once upon a time they seemed pricey. So we decided to sell them. Cheaply. Er . . . the end." It will run in magazines including Now and the Mail on Sunday's You magazine until July.</p><p>A Tesco spokeswoman said it formed part of the grocer's wider non-food campaign: "We are running these ads to highlight our breadth and depth of non-food products, and price is obviously a factor. It is not just abou...

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