From The Department Of Duh: You Can't Cost-Cut Your Way To Success
Two new studies underscore the importance of TV as an advertising medium, suggesting that while reducing costs is crucial, cutting too deep could cause permanent damage, TVNewsday reports.
The first study, The Future of Advertising project was conducted by the Wharton School in cooperation with the Advertising Research Foundation, found that TV advertising works “as well or better” than it did a decade ago. The other study, a survey of marketers by Forbes.com, found that one-to-many ad vehicles like TV are still better than one-to-one targeted ad campaigns (like online ads) for brand building.
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