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Balanced Features
Definition
A promotional strategy in which feature advertising is distributed evenly across brands, SKUs, or time periods rather than concentrated on a single item. Balanced features are used to maintain fairness, category stability, and retailer objectives while still supporting promotional activity.
How It's Calculated
Example
During a quarterly ad plan, a retailer uses balanced features to ensure multiple snack brands receive feature support across different weeks, preventing overexposure of any single brand while maintaining category performance.
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