changes in technology (the availability of new media), competitive factors, and the like. While some of this information may require primary research, much information is available through secondary sources, including magazines, syndicated services, and even the daily newspaper.

One service's competitive information was shown in Figure 10-1. The Competitive Media Reporting Service provides media spending figures for various brands competing in the same market. Competitive information is also available from many other sources, as shown in Appendix A to this chapter.

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