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BtoB

AAF survey finds ad execs expect recovery

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New York--A majority of top advertising leaders say they expect a recovery in the advertising economy, but doubt immediate strong growth, according to a new survey commissioned by the American Advertising Federation.

The survey, conducted by Atlantic Media Company for the AAF, found that increasing audience fragmentation, media proliferation and demonstrating ROI were major concerns of advertising leaders.

Eighty-eight percent of industry leaders surveyed said multiculturalism and diversity have become more important with recent shifts in U.S. demographics. Also, 68% of agency professionals said the convergence of content and marketing is a significant trend in the industry's future, compared with only 36% of client-side executives who agreed with this statement.

--Kate Maddox

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