Advertising loses sight of the sizzle

Brierley, Sean
November 2005
Finance Week (Centaur Communications);11/2/2005, p12
Trade Publication
The article describes the status of the advertising industry in Europe. According to analysts, the advertising industry has become a commodity-driven business, obsessed with consolidating to get the cheapest deals from media owners and delivering discounts to clients rather than a proper return on investment. It has been suggested that what clients want are not cheaper advertisements but advertisements that work.


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