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LOS ANGELES Less television exposure and more Internet advertising characterizes the media mix recommended as yielding the greatest return on investment by Rex Briggs, principal of Marketing Evolution, El Dorado Hills, Calif., at the Association of Hispanic Advertising Agencies conference here last Saturday.
Briggs, the founder of the research firm Cross Media Optimization Studies, said television advertisers have recently paid a CPM of four times the rate of inflation while ratings have gone down and next-morning ad recall has steadily sunk from 34 percent in 1965 to 9 percent in 2000.
“Are
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