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In this corner we have Apple, which spent about $300 million on measured media for the first 10 months of 2008 and is every marketer’s favorite—often held up as the epitome of branding. In that corner, Acer, which spent about $12 million on media for the same period, per Nielsen Monitor-Plus, and is no one’s idea of the hallmark of brand creation.
Guess which one got more market share in 2008? According to a Garner report, Acer controlled 15.2
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