Blockbuster Shifts Marketing Dollars Away from Advertising

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DETROIT Blockbuster, whose lead agency is Doner, Southfield, Mich., will lower its marketing expenditures over the next two years as part of a company-wide effort to lower operating costs, said Scott Parks, vice president of advertising for Blockbuster.

Agencies which work with Blockbuster, including Doner and J. Walter Thompson, Chicago, will be impacted in that the company plans to shift some of its marketing funds which previously would have been earmarked for broadcast to customer relationship management activities, which it handles in-house.

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