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The overall approach and execution of media strategy in terms of timing, seasonality, and level of repetition, particularly for commercials running on print and broadcast media. In broadcast media, inventory is purchased by ‘day part,’ that is, a certain time block during a 24-hour period. Overnight day parts (which are not even measured by ratings) are much less expensive than, say, prime-time (8 p.m. to 11 p.m.) day parts. See also advertising; media.

Subjects: Marketing.

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