TITLE

'98 ad spending rises to $79.3 bil on 8.3% growth

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/22/1999, Vol. 70 Issue 12, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the increase in the U.S. media spending which is more than the growth rate of the gross domestic product in 1998. Among advertising media, the increase came from national spot radio, outdoor and cable television. According to Robert Coen, senior vice-president of forecasting at McCann-Erickson Worldwide, the growth in outdoor spending is deceiving, noting the wave of mergers and acquisitions may mean some parent companies are reporting number inflated by current-year-only returns from acquired companies. Among advertising segments, business and technology marketers spent a 19.06% increase. Financial mergers and acquisitions, entrepreneurial startups and a technology boom are making marketers spend more on advertising.
ACCESSION #
1692701

 

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