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Report: Below-The-Line Expenditures Accelerating
Monday, Jan 23, 2006
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A NEW REPORT COMMISSIONED BY direct marketing firm V12 Group concludes that expenditures for below-the-line advertising, including online initiatives, will grow at 7.3 percent annually this year and next, while branding campaigns and other forms of above-the-line advertising will grow at just 4.6 percent annually. The report was authored by consulting firm Winterberry Group, which analyzed data and forecasts by a variety of groups, including the Direct Marketing Association, JupiterResearch, Universal McCann, Forrester Research, and eMarketer. -- Shankar Gupta
