There has been a significant increase in the number of marketing communications channel choices facing marketers in the media environment. This has resulted in a change in allocation of media expenditures across the various channels. Why and how monies shift among these channels are of critical interest to the advertising and media communities. One of the primary objectives of this study was to acquire a more granular understanding of the marketer’s allocation of MarCom budgets by channel, and where the shifts between the channels are occurring.
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