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By Alan Gottesman
Double-edged Pendulum For much of the ’80s and ’90s, ad folks watched as an increasing share of client marketing budgets slipped out of advertising and into various promotional channels. A couple of years ago, the pendulum seemed to be returning, with conventional advertising outgrowing sales promotion and regaining some of its lost share. Well, that sort of happened, but also sort of didn’t. ‘Promotion’ covers a lot of territory, including special deals for retailers and incentives for salespeople.
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