Exploration of future developments, opportunities and threats. Horizon scanning may explore existing issues and trends, as well as identifying new or potential issues.
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Horizon scanning
Related terms
European Association of Communications Agencies (EACA), Media mix, Reprint, Post-testing, Marginal cost, Account management, Modular training, Trade advertising, Field experiments, Key opinion leader (KOL), National Institute for Health and Clinical Excellence, Above the fold, Unsubstantiated claims, Digital creative, Quality assurance programme,