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NEW YORK Ford has signed up as the latest advertiser to take part in a study commissioned by the Interactive Advertising Bureau that will examine online media’s place in the overall marketing plan.
The Cross Media Optimization Study, conducted by Rex Briggs of Marketing Evolution and research firm InsightExpress, will examine the campaign for the Ford 2004 F-150 to determine the optimal media mix for the automaker. The effort, which broke last week, includes magazine, television and Internet advertising from J.
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