The holiday season keeps starting earlier and stretching longer. That means brands can’t just focus on Black Friday and Cyber Monday anymore — they need a strategy that carries through continuous deal weeks. In this episode of The Ad Project, Joe Shelerud and Maarja Hewitt walk through a 7-step Q4 checklist:

• Budget pacing across a longer season
• Inventory planning and forecasting
• Creative testing with urgency messaging
• Strengthening full-funnel advertising
• Monitoring competitors and share of voice
• Expanding beyond Amazon to Walmart & Target
• Measuring and adapting with AMC

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