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NEW YORK The search to stretch ad dollars in today’s recessionary climate has an increasing number of marketers using a tactic once-considered a last resort: barter advertising.
The corporate trade sector has existed for decades. The process involves clients exchanging unsold goods, services and other underperforming assets — such as real estate leases on stores they have closed — for ads. Most deals involve a combination of cash and credit for media time and space that are swapped for unsold client inventories.
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