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NEW YORK Delta Faucet, which in the past has advertised on the major networks to build awareness, will forgo such placement to focus on home improvement networks.
The strategy shift is based on research from Havas-owned Media Planning Group in Boston, which recommended getting more messages on HGTV, DIY and the Food Network as opposed to fewer ads on more broadly targeted media. MPG calculated the ads would be seen by 90 percent of the home-improvement audience almost 15 times each.
“We’ve
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