TITLE

Need for ROI Leads Firms to DM

AUTHOR(S)
Levey, Richard H.
PUB. DATE
October 2006
SOURCE
Direct;10/15/2006, Vol. 18 Issue 12, p53
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
23005733

 

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