Companies seek more specialization in advertising

In a drive to optimize their investment in advertising, companies are increasingly aiming at specific niches rather than the mass market.

Monday, July 21, 2008

Advertising agencies say they are launching several initiatives in an effort to revive spending on publicity. Specialist firms are being hired to identify the type of advertising that meets specific needs.
Clients want their advertising budget to be spent more efficiently and selectively to make sure it reaches their target market, according to the Leo Burnett agency.

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