Ad buyers: `Show us the GRPs'; Integrated marketing oversold, big spenders rekindle love affair with TV.(Special Report: Media)(gross ratings points)

From: Advertising Age | Date: March 3, 2003| Author: Neff, Jack | Copyright information

Byline: JACK NEFF

As new money from dot-com, telecom and direct-to-consumer drug marketers pushed TV ad rates up rapidly in the late 1990s and early 2000, such terms as integrated marketing and holistic marketing increasingly gained currency with traditional marketers.

But something funny happened as the ``new economy'' collapsed and took TV rates with it in 2001. Big advertisers started coming back to TV in a big way. And after a surprisingly strong 2002 upf...

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