Madison Avenue Calls for Media Outlets to Guarantee Response
By AAN Staff
september 26, 2003 10:16 am
A new ad industry model for validating the effects
of advertising is placing the onus on media to be
responsible not just for delivering a message to
consumers, but also to ensure consumers are
attentive, are persuaded and actually respond to
the ads they receive. The shift, part of a
fundamental rethinking about the roles of
advertising and media, has huge implications for
how agencies plan and buy media and,
ultimately, for how media companies sell their
inventory.