Multimedia Killed the TV Star

[SOURCE: Wall Street Journal, AUTHOR: Suzanne Vranica suzanne.vranica@wsj.com]
The makers of television commercials have long called the shots at most Madison Avenue ad agencies, reflecting the central role historically played by TV in advertising. But as advertisers put more emphasis on direct marketing and other techniques, the center of gravity within agencies is shifting. Rising in prominence are executives who can devise ad campaigns that integrate all types of media, including less-glamorous "marketing services," such as direct marketing, public relations and "in-store" advertising. The shift on Madison Avenue comes as new technologies, such as digital video recorders, are making it easier for viewers to avoid TV ads. Advertisers increasingly see TV ads as one part of a broader campaign that might also include online ads, public relations and direct marketing. To devise such campaigns, agencies have to get their different units to work together.
http://online.wsj.com/article/SB113201674217597057.html?mod=todays_us_marketplace
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