More than 1,000 advertising industry executives are expected to show up at the AAAA Media Conference in Orlando this week. Heated discussion is expected on the merits of television advertising when, in the face of successful, measurable online media programs, the viability of the medium will be called into question. There is too much focus on mass media as an advertising vehicle says Procter and Gamble’s CMO Jim Stengel and with ad clutter, fickle audiences and drops in viewership, television executives have their work cut out for them if they want the medium to move successfully into the future.
