New directions for media research

Peter Walsh

Paper (in summary) given at the International Media Research Society's seminar in Bordeaux, September 2002.

New Directions for Media Research

Peter WalshTelmar Group Inc.

 

The current recession in advertising will eventually play itself out and things will return to normal. Or so we hope. On the other hand, it is possible that a new equilibrium is being found that will require a great deal of hard work by the advertising industry to reverse. Many advertisers are of the view that other activities make as much if not a greater contribution towards marketing objectives today, and that therefore they can afford to spend less on advertising. This is hardly surprising given that while the...

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