Some national advertisers have found that they can have more impact with their advertising by running a

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Some national advertisers have found that they can have more impact with their advertising by running a large number of ads for a period and then running no ads at all for a period. Why might such a fighting schedule be more effective than a continuous schedule?

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Marketing The Core

ISBN: 978-0078028922

5th edition

Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius

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