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As could be seen with buyers' muted reaction to this spring's TV upfront presentations, advertisers increasingly are avoiding advanced commitments to media spending plans. In a poll of agencies and clients by Veridiem, a marketing performance management consultancy, 63% of the executives said marketing spending has decreased as a result of the economic conditions. Faced with declining results in the first and second quarters, agencies and clients are poring over budgets, looking for the best bang for the buck-and traditional media are feeling the heat.

Marketing spending in 2001

Increased Decreased Same

Traditional media 15% 45% 40%

Direct mail 35% 24% 41%

Online ads 35% 26% 38%

Sales promotion 45% 15% 40%

Public relations 45% 15% 39%

Note: Responses may not add up due to rounding.

Source: Veridiem, Maynard, Mass. Survey of 318 agency and marketing executives.

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