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International: Identifying the right blend of media, advertising, marketing

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International: Identifying the right blend of media, advertising, marketing

The only annual conference of its kind, AdWatch: Outlook 2004, to be held in New York on June 16 this year, aims to align the foremost media publications and the leading providers of strategic advertising and marketing information to generate unique insights into how companies are positioned to compete in today's competitive and fragile business environment.

Spending data--another important interactive session--will be hosted by Advertising Age and TNS Media Intelligence/CMR, wherein key buyers, sellers, agency representatives and analysts will participate in panel presentations that will focus on the media industry's most pressing issues, including the market turnaround, RoI and the future of advertising, marketing and media. A highlight of this year's summit will be the political advertising panel, which will investigate the business of politics and media.

Steven Fredericks, President and CEO, TNS Media Intelligence/CMR and Larry Light, Global Chief Marketing Officer, McDonald's will make the special keynote address on the exclusive release of first-half advertising spending data and full-year forecast. The event will sponsored by the Hallmark Channel.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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