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If the test is deemed successful, he added, there may be "a larger ad buy toward the end of the year" with an eye toward "a larger buy for 2013".
Mr. Dickson said the company would have a larger ad budget this year, but did not give a figure.
"We can't outshout the competition," with its far larger ad budgets, Mr. Kay said, "so we have to be a bit smarter in how we talk about ourselves".
Such good intentions are disputed by key media industry players, who feel that Adblock Plus has deprived them of valuable revenue and fear that it will continue to rule out the possibility of displaying larger ad formats with premium prices.
The ads attacking Obama for high gas prices follow an even larger ad buy last January made by Americans for Prosperity, an advocacy group founded and partly funded by David Koch, that, according to the Journal aired six million dollars' worth of ads criticizing the President's handling of Solyndra, the solar-energy firm that went bankrupt after receiving grants from the government.
For larger ad agencies and trading desks, better deals are negotiable.
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He is taking out larger ads in the Yellow Pages and trying to increase his commercial business to help offset the decline.
The budget will have "a significant increase" from last year, Ms. Conklin said, and the campaign will be "enhanced, with larger ads, color ads, more digital, more radio".
Saks gave us our first order, along with a large ad in The New York Times.
AMV is part of the BBDO network, the third largest ad agency network in the world.
"And they're our largest ad issues, usually representing close to a third of our advertising".
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