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Department Store Ad Spending: Assessing the Shift

Product Type: Market Research Report
Published by: Borrell Associates Inc.
Published: May 2004
Product Code: R2670-19
Description
In the past four years department stores have sliced their annual newspaper budgets by nearly $2 billion, or 24 percent, shifting more dollars to electronic media such as TV and radio and to Direct Mail. Their budgets for online advertising is growing as well as this important category of advertisers scrambles to figure out where its shoppers have gone.
Table of Contents

  • Industry Voices
  • Executive Summary
  • Chapter 1: Tracking the Cause
  • Chapter 2: Where the Ad Dollars are Going
  • Chapter 3: What Can be Done?
  • Conclusions


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