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A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes.
continuous media schedule
A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle.
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.
A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event.
flighted media schedule
A media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times
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