Need for ROI Leads Firms to DM

Levey, Richard H.
October 2006
Direct;10/15/2006, Vol. 18 Issue 12, p53
Trade Publication
The article highlights the status of and outlook for advertising spending by companies in the U.S. according to merchant bank Veronis Suhler Stevenson. It reveals that marketers will expend $961.9 billion on communications in 2006. The allocation of the spending is influenced by return on investment. There was an increase in total advertising spending by 4.3% to $197.6 billion in 2005.


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