research project evaluating the advertising industry undertaken by the Wharton School along with the Advertising Research Foundation (ARF) in December recently came out with its report. And, the industry is heaving a sigh of relief since the report puts to rest many of the crises claims made by experts.

For instance, the 21 page-long report rubbishes claims of threat posed by DVRs (digital video recorders) to television advertisements. Also, it says that the print and online advertising are very effective and word-of-mouth is largely driven by paid media ads. ... more