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IN SHORT

Advertising boomed in 2004

COMPANIES spent 30 percent more on advertising and promotion in 2004 than in 2003, a survey carried out by the TNS SK agency reveals.

The results published in Strategie magazine, show that firms invested Sk9.6 billion (€250 million) more on advertising and promotion in 2004 than in 2003, reported the SME daily.

Strategie estimates that direct advertising in the media accounted for Sk16.3 billion (€170 million), an increase of 12 percent on 2003. The rest of the money was spent on promotional activities such as competitions, flyers and free samples.

According to calculations based on the price lists, and excluding barters, bonuses and discounts, the total figure spent on advertising in the media reached Sk23.9 billion (€630 million), 30 percent up on 2003.

Two major advertising campaigns in 2004 partly account for the huge increase - the presidential campaign and campaigns by the pension fund management companies.

However, Martin Mazag, Strategie's editor-in-chief, said that there was a general willingness to spend more on advertising.

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