Media Outlook: Uncertainty in 2003: opportunity ahead!

Chris Rohrs

One of a number of expert reviews of the U.S. media scene produced in March 2003, and looking at 2003/4.

Media Outlook

Uncertainty in 2003: Opportunity ahead

Chris RohrsTVB

As I write this, the country is poised to invade Iraq. Oil prices are spiking and the stock market is jittery. And the economy just can't seem to get out of neutral.

In other words, it's a perfect time to advertise.

Seems crazy? The fact is advertising matters more than ever during uncertain times. It's in an economic environment like this where marketers who maintain or increase their ad budgets stand to gain share as their more cautious competitors cut back. That's how cereal maker Kellogg leapfrogged C.W. Post during...

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