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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.
View full article at MediaPost's Media Daily News
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