P&G Moves Ad Spend From TV To (Surprise?) Magazines

Biz Journals, Wednesday, March 28, 2012 3:32 PM
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Last year Procter & Gamble, the U.S. company leader in ad spend, moved dollars from TV to magazines, according to data just released from Kantar Media.

Why the (perhaps) surprising shift? "Those numbers reflect a more targeted approach to media buying by P&G," according to marketing professor Michael McCarthy, quoted by Dan Monk.

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