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DETROIT – When it comes to advertising its new models, Lincoln-Mercury is thinking short and heavy. National ad manager Gerard Donnelly said last week that second quarter spending would be up 15% from last year, with that spending concentrated in the last two weeks of May, and the first week of June.
Although he wouldn’t release spending figures, Donnelley said 245 TV spots are slated for April, May and June, with a majority of them scheduled for network sweeps week beginning May 17, and three golf showcases in May and June.
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