Tony's last word

Koenderman, Tony
April 2005
Finance Week;4/6/2005, p47
The article reports that traditional media advertising is still the biggest category of marketing activity. However, it is now believed to account for less than half the total. Instead of putting their money into TV or newspaper advertising, marketers are pushing more of it into sponsorship, promotions, point-of-sale activity, response marketing and other so-called below-the-line activities. Yet the Top 30 agency table that will be published in Tony Koenderman's AdReview on 18 April does not reflect that trend. There is little evidence that South Africa's biggest marketing communications groups are shifting their focus from above to below the line.


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