Johnson & Johnson is following through on plans to shift its marketing budget from old to new media, with an analysis of last year's spending showing a $250 million (22%) dip in measured media likely matching with a projected 20% rise in nontraditional efforts. J&J's measured-media spending dropped more than twice as much as its 10% cut in global ad spending, with the difference likely to have been used for search, direct marketing and other unmeasured media, according to this article.

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