MW-Ford_Brand_60-99.qxp 24/7/06 6:45 pm Page 96 The selective use of tactical advertising will help to strengthen the Ford primary brand, especially during the launch phase of a new product. The following table shows where variable marketing offers should not be used. Adherence to these guidelines will ensure that we protect the value and relevance of the Ford-branded communications. Separate Media Guidelines are available to help clarify this channel/message relationship. Launch Mid-cycle Run-out TV No deal No deal No deal Print No deal Can deal Can deal Radio No deal Can deal Can deal Online No deal Can deal Can deal 96