Why integrated campaigns are a tough sell for many marketers

04/30/2009 | TVWeek.com

Although research shows viewers are spending more time watching TV and surfing the Web, many marketers are reluctant to integrate their traditional and online efforts. Clients often don't fully understand the digital world, resist shifting budgets from tactics that previously worked and lack the internal structure to run simultaneous multifplatform efforts, according to a survey by the Association of National Advertisers and the American Association of Advertising Agencies.

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