Auto, Pharma's Peril Is Not Deterring Ad Dollars

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Massive layoffs and plant closings announced recently by major U.S. automakers General Motors and Ford, and by pharmaceutical giant Merck, among others, will not adversely affect ad dollars they have spent and are planning to spend on the broadcast and cable networks, at least in the short term. In fact, most financial analysts and media agency executives believe that if these financially troubled companies hope to turn their fortunes around, they will need to keep using television to move their products.

“To get out of a bad financial situation, you have to not only cut costs, but also sell more goods,” said Ray Warren, president of media agency Carat USA.

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