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Smart brands rein in ad spending when a rival faces a setback − here’s why

  • Written by Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill University
Smart brands rein in ad spending when a rival faces a setback − here’s whyWhen a rival business stumbles, it's both a threat and an opportunity.Matt Molloy via Getty Images Plus

Imagine: You’re in charge of marketing for a major automaker, and your biggest competitor just recalled thousands of vehicles. Now customers are worried about the safety of cars like yours. Do you seize the moment and ramp up advertising to...

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