Market Forces Shaping the Future Media Mix
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2. Economic conditions that began eroding in late 2007 unfolded into a global recession by late 2008. Recessionary conditions are expected to continue throughout 2009 and potentially linger into the first portion of 2010. Economic pressures on marketing executives are driving efforts to capture media and marketing communications efficiencies in every channel, with greater analytical efforts to determine effectiveness and return on investment.
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