Throughout my ad sales career, there was one inescapable constant: I sold 75% of my ad inventory at or near the published rates, and the remaining 25% at a sizable discount.

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And throughout all of this the gulf carriers continue doing ad hoc deals where necessary (Emirates talking to American, for instance) and re-writing the rules.

CNN: Airlines of the gulf: Shaking up the skies

The ad, which began running Tuesday, will air throughout the holiday season.

CNN: White House releases Thanksgiving public service ad

Penney paired this ad buy with a social media campaign, tweeting throughout the red carpet and telecast.

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But the biggest problem may be the sheer complexity of doing ad campaigns that can reach consumers who increasingly flit from computer to smartphone to tablet and back throughout the day.

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Sheen's ad will appear on both CNN and the Fox News Channel in Los Angeles and Washington and will run throughout the next week.

BBC: Sheen leads 'virtual' Iraq protest