New research debunks some myths about death of old media

06/3/2009 | Advertising Age (tiered subscription model)

A series of 21 new research papers from the Wharton School, with the Advertising Research Foundation, counters some of the hype about the death of traditional media. The research concludes that TV is not as threatened by DVR as previously thought and that print and online ads can still deliver for marketers. The data also show that more than one in five word-of-mouth discussions were triggered by ads.

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