Voted & Quoted; ... of AdAge.com voters think automakers can hold firm to their plan to resist TV upfront price increases. The remaining 42% of respondents think the automakers will be the less powerful force in this battle of wills.(Viewpoint)(Brief Article)

Advertising Age, May, 2004

"If automakers need a little brand awareness, they should refrain from TV spots for the entire year. If they need brand awareness, then they should selectively choose their buy. Mazda did this very effectively a couple of years ago by buying off-season spots. As the largest spenders on advertising, automakers can and should control themselves.''

-Chris Laurance/President/ Distraction Marketing/Newport Beach, Calif.

"Network TV is no longer the only game in town. The Internet is reaching many potential buyers at only a fraction of network TV costs. This trend will only continue with the growing popularity of broadband and WiFi technology.''

-Kevin Murphy/New York

"The automakers and their media agencies made their beds and now they...

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