For a New-Media 'On Ramp'

Dunbar, Pat
January 2007
Multichannel News;1/8/2007, Vol. 28 Issue 2, p27
The author discusses her views regarding the move of large advertisers to promote products and services on all new media platforms including broadband, on-demand, mobile and digital video recorder options in the U.S. She cites several challenges faced by marketers in shifting to new advertising media such as inordinate increase in the amount of planning and execution overhead associated with developing marketing campaigns.


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