Advertisers Deal With Difficulties of Integrated Marketing Deals

"You have accept that most of it fails," said Jordan Levin, president of entertainment of AOL Time Warner's The WB network. "Ultimately, you are betting with your gut. We are a network that uses research -- but we are not research intensive. That's not the way decisions get made creatively."

That was the mood at Ad Age's Madison + Vine conference regarding marketing partnerships, product placement, and advertainment. Executives are struggling to find a new model as the old advertising model dies. In any new frontier, there are bound to be disastrous failures as well as incredible achievements. This is the exciting time. Before the new becomes the norm. Enjoy it while it lasts.
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