SBD/5/Sponsorships Advertising Marketing

EXPERTS SAY GAMES WILL HELP MAKE '96 RECORD AD SPENDING YEAR

     Analysts predict a record ad spending year in '96, but they
also see slower growth through the rest of the decade, according
to today's WALL STREET JOURNAL.  Robert Cohen, McCann-Erickson
Worldwide Senior VP/Forecasting, told media industry experts
yesterday that total ad spending should rise 8.2% to $102.51B.
According to Zenith Media, the '96 Olympics and the elections
should "pump as much as" $1B into the marketplace (Sally Beatty,
WALL STREET JOURNAL, 12/5).
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